4SEVEN Case study 4SEVEN by 4creative

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Industry TV Channels/Radio Stations and Programmes
Media Case study
Market United Kingdom
Agency 4creative
Creative Director Chris Wood, Alice Tonge - Manvsmachine
Designer James Greenfield
Producer Louise Oliver
Editor Nick Armstrong, Alex Lex - Envy
Released May 2013


Cannes Lions 2013
Design Lions Channel branding or Programme branding Gold

Credits & Description

Type of entry: Graphic Design & Design Crafts
Category: Channel branding or Programme branding
Advertiser: 4SEVEN
Product/Service: ON AIR/TV PROMOTION
Agency: 4creative London, UNITED KINGDOM

Creative Director: Alice Tonge (4creative)
Creative Director: Chris Wood (4creative)
Film Director: Mike Alderson (Manvsmachine)
Film Director: Tim Swift (Manvsmachine)
Film Director: Alice Tonge (4creative)
Producer: Louise Oliver (4creative)
Marketing Manager: James Walker (Channel 4)
Marketing Manager: Ros Godber (Channel 4)
DOP / Cinematographer: Bob Pendar-Hughes ()
Design & Creative: 4creative / Manvsmachine (4creative / Manvsmachine)
DOP / Cinematographer: Olivier Cariou ()
Production Designer: Adam Zoltowski (Skyhook)
Production Designer: Patrick Lyndon-Stanford (Skyhook)
Editor: Nick Armstrong (Envy Post Production)
Editor: Alex Lex (Envy Post Production)
Logo Design: Magpie Studio (Magpie Studio)
Lead Motion Designer: Rupert Burton (Manvsmachine)
Lead Motion Designer: Simon Holmedal (Manvsmachine)
Lead Motion Designer: Douglas Bowden (Manvsmachine)
Designer: James Greenfield (Manvsmachine)
VFX Creative Director: James Radford (Moving Picture Company (MPC))
VFX Producer: Julie Evans (Moving Picture Company (MPC))
VFX Supervisor: Chrys Aldred (Moving Picture Company (MPC))
VFX Supervisor: Tim Civil (Moving Picture Company (MPC))
Colourist: George K (The Mill)
Sound Design: Gavin Little (Echolab)
Sound Engineer: Chris Turner (Jungle)

Brief Explanation
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.

Describe the brief from the client
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.

Design Process
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.