Incorporate the new Pentagram-produced Channel 4 branding across all user touchpoints in the updated TV app across all currently released platforms.
Channel 4
2023
Senior Big Screen Designer (contractor)
Channel 4’s video-on-demand service was rebranded from All4 into a single master brand under the channel 4 name, and with that came a slew of branding changes that needed to be incorporated across the service.
The main visual element change for this release was the brand colour of the app
applied across the
platform, from a teal
and yellow two-colour theme into a single colour which is branded as Arsenic Green.
Moving to a single colour presented a myriad of challenges, especially on the TV platform where we had to
use a
secondary colour to not interfere with the main user focus state in multiple interaction patterns. Such
patterns needed
to be adjusted and remade with one single colour in place, whilst also maintaining Channel 4’s accessibility
responsibilities to the end user.
There was also a huge number of smaller tweaks that had to be made as we incorporated the new branding into
the app.
Graphical elements the user relied on for situations like a new episode of their favourite brand being
released and
their personal progress into content had to be redesigned.
Pentagram had also produced motion design guidelines for the brand as a whole, that we have started to
integrate inito
the platform.
Alongside the new branding was a new loading animation that was recreated and
implemented as
well as
adjusting animation curves and timings across the application
Although this project was a big change from a design perspective, it was an even bigger change from a
developmental
perspective.
I worked very closely with the offshore teams to create the look and feel of the new
brand.
As every screen in the whole platform was changing it also led to lots of build reviews and guerilla testing
to ensure
that what the teams had produced matched the designs.
