The agency was selected for NTL on Demand following a three-way pitch to design a system that will offer viewers an enormous catalogue of content, which can be accessed immediately.
Marcus Jones, partner and creative director at Dunning Eley Jones, said: "It's our job to ensure that users can navigate their way through this extensive and rather complex service with ease, via their remote control."
He added: "The identity we have designed is based on the symbol of the 'play' button, the crucial additional functionality of on-demand services."
Dunning Eley Jones formed in June 2003 by Liz Dunning, Brian Eley and Marcus Jones as a breakaway from leading television brand specialist Lambie-Nairn. The creative agency applies screen and print experience to communication problems.
Jack Davison, head of video-on-demand product at NTL, said: "We chose to work with Dunning Eley Jones because of the breadth of skills and experience it has. Not only is it experienced in traditional on-air branding and corporate identity design, it also has good technical and functional design skills, which made it perfect for the complicated task we had."
NTL will commence the national rollout of the video-on-demand service to its digital television customers on a region-by-region basis.
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