Nathan Davis of Milez Productions proposes a design for the idents of fictional TV channel Gritt TV targeting 18-30 year olds. The design combines a large bold "G" logo with a "Splattered Paint" logo to be visually dynamic and memorable. Variations of the logo are designed to scale down for print. Concept idents storyboards emphasize Gritt TV's musical and animated/urban youth aspects. Each ident is estimated to cost £10,000 to produce independently with inspiration from channels like Comedy Central, MTV and the BBC.