RTÉ ONE Television launched a new on-screen identity package in November 2006. A package of twelve new idents and on-screen graphics were produced. Each ident attempted to represent a different facet of Irish life in the 21st century.

'Rush' shows a woman running up steps late for an event, a bicycle courier arriving at a door, children running to an ice cream van and a motorist trying to pass a farmer herding sheep.

RTÉ ONE Television launched a new on-screen identity package in November 2006. The channel received a package of twelve new idents and on-screen graphics. RTÉ's award winning promotions department created the new look with Red Bee Media, a UK based multimedia company. Abstract yet thematic, each ident aims to represent different facets of Irish life. Exploring what it means to live in Ireland in the 21st century, the 12 new idents endeavour to represent life in Ireland in all of its diversity, depicting home-life, commerce, work and play, and contrasting the urban and the manufactured with our need for nature and exploration.

Red Bee filmed all of the new idents in Ireland using local production staff and talent. The idents were directed by Neil Kenny with music by Irish composer Oisín Lunny.

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