The identity was a challenge because the channel 4 brand had to be obvious and at the heart of the marques architecture but also have it’s own personality. It was key to apply this thinking throughout the brands application on-screen.

4seven is a new channel from Channel4. The channel features the best Channel 4 from the last 7 days with a remit to integrate the increasing role of social media in television. The brief was to create a cohesive on and off air package that would sit comfortably as part of the Channel 4 family.

A seven is revealed within the Channel 4 marque as you pan around a corner. This creates a visual signature for the channel graphics and idents, which result in ordinary environments wrapped around a corner. On-screen the seven is reactive; its movement reflects the amount of buzz around programmes. On-screen graphics get progressively darker, reflecting the real-time transition from day to night.

4seven was hugely successful, hitting 700k views at peak periods. The channel branding, particularly the idents, have helped establish 4seven as a fresh and innovative 'little brother' to the main channel 4 network.