 The first 8 artists of the project were Ravi Deepres, Sutapa Biswas, James Brunt, Patricia Volk, Mark Titchner, Katrina Russell Adams, Kristina Veasey, and James Alec Hardy.ITV Creative executive creative director Tony Pipes explained that the project was meant to be a platform for British visual artists, reflect ITV's position as being an "endlessly creative" broadcaster, and counter the traditional notion of idents being a static theme used for a long-term period.The ITV Creates idents are only used by the ITV-branded stations.