After a competitive pitch we were selected to develop and produce the on-screen identity for the launch of All 4; Channel 4’s new destination for all their linear and on-demand content. Taking the static marque created by Magpie Studio, which derives from the original Lambie-Nairn Channel 4 logo and brings together Channel 4’s family of services in one place through its use of colour. We worked with 4Creative to develop the brand identity and its on-screen application with the logo at its heart. We felt that the static logo with its extrusions of varying heights implied that the blocks of colour had pushed up through a surface to create the All 4 brand. This concept of ‘push’ became the heart of the visual language and motion of All 4 on screen. Central to the package are a selection of generic and channel themed animated pre-rolls, which were created in collaboration with 4creative. These play before all content and are designed to reflect and embody the distinct attitudes of each channel, reinforcing the idea that All 4 is ‘where all the four’s come together’. We also consulted on the design and functionality of the UI, assisting the Channel 4 digital team with the development of the desktop site and apps. The package was further extended into a branded promo package where individual channels on demand content could be promoted within the All 4 world. CREDITS Client: Channel 4 Logo: Magpie Studio Concept, Design & Direction: 4creative & weareseventeen Sound Design: Rich Martin @ Envy