When the UK's most loved and iconic film channel launched on Freeview it needed to make a big impression. Taking the distinctive numeral '4' as a starting point we redesigned the brand from the ground up, beginning with a bold and confident new logo calling upon inspirations from the De Stijl and Bauhaus art movements.

We then set about implementing this into the on-air elements, building and refining the animations from early scamps to the finished articles.

The London type foundry Fontsmith worked with us to create a characteristic typeface to compliment the new on and off-air styles, and for audio we got to work with one of our favourite electronic composers, Kelpe, in creating a tasty set of weird and wonderful tracks to accompany the animated stings and bumpers.