MORE4 REBRAND - FLIP, FLOP & PUZZLE by 4creative for Channel 4

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MORE4 REBRAND - FLIP, FLOP & PUZZLE

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Industry TV Channels/Radio Stations and Programmes
Media Print, Magazine & Newspaper, Design & Branding
Market United Kingdom
Agency 4creative
Creative Director Tom Tagholm
Editor Jamie Foord
Released June 2012

Awards

Cannes Lions 2012
Design Lions Broadcast Design and Graphics Incl. Animation Gold

Credits & Description

Type of entry: Graphic Design & Design Crafts
Category: Broadcast Design and Graphics Incl. Animation
Advertiser: MORE4 / CHANNEL 4
Product/Service: CHANNEL IDENTITY
Agency: 4creative London, UNITED KINGDOM
Advertiser MORE4 / CHANNEL 4
Product CHANNEL IDENTITY
Entrant 4creative London, UNITED KINGDOM
Type of Entry: Graphic Design & Design Crafts
Category: Broadcast Design and Graphics Incl. Animation
Title: MORE4 REBRAND - FLIP, FLOP & PUZZLE
Advertiser/Client: MORE4 / CHANNEL 4
Product/Service: CHANNEL IDENTITY
Entrant Company: 4creative London, UNITED KINGDOM
DM/Advertising Agency: 4creative London, UNITED KINGDOM

Creative Director: Tom Tagholm (4creative)
Film Director: Chris Wood (4creative)
Film Director: Mike Alderson (N/A)
Film Director: Tim Swift (N/A)
Director Of Photography: Daniel Trapp (N/A)
Design/Creative: ManvsMachine (ManvsMachine)
Production Design: Jason Bruges Studio (Jason Bruges Studio)
Editor: Jamie Foord (N/A)
Vfx: Marcus Dryden (Envy Post Production)
Sound Designer: Rich Martin (Envy Post Production)

Brief Explanation
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.

Describe the brief from the client
To create a set of idents that reflected the channels move to a focus on lifestyle content, and move the on air look from purely graphics into the outside world.




Describe the creative solution to the brief/objective.



We looked at analogue movements, which we found relaxing and interesting to watch. Old-style train destination boards came up in our discussions. We worked to make one of these mechanisms that could work without the aid of gravity. We made a number of maquettes until we had one we liked. We then made these feel as if they echoed the moving version of the logo. We spent time working on the colour balance. Once we ensured up to 400 of these were working in motion, they felt satisfying to watch.




Describe the results in as much detail as possible.



UK top 10 trending topic on Twitter on the night of the launch. Great online feedback across the board from the industry and the general public.