To not only rebrand but reposition Channel4 Televisions’ More4 digital channel. It was replacing a bold original design so it was important to create an identity that had a singular strong design feel, but one that had more flexibility and a lot more warmth and that could hold its own alongside the other Channel 4 brands.

The key objectives was to create something beautiful, tactile, pleasing to the target audience that could stand repeated viewing. The challenges came from finding a way to break out the essence of the channel into the real world, and then the realities of designing, building, and shooting practical effects on location.

The rebrand became the UK top trending topic of twitter on the night of launch. Great online feedback across the board from industry and the general public

To reflect the move of the channel to a more varied lifestyle content, it was felt a multi-colour palette gave the option to represent the vibrant nature of interiors, food culture, fashion and other contemporary lifestyle programming. Once the logo was tied down it definitely became the hero of the re-brand. And the way it morphs through a series of flips, folds and reveals re-enforced a warmer more tactile feel for the channel.