A beautifully simple All 4 identity inspired by the streaming play-bar.

A sleek, new brand identity for All 4, designed in collaboration with Channel 4’s in house agency 4creative, which includes a new All 4 logo – a 2D version of the classic logo with a streaming play bar at its core – and an adaptive digital-first experience across social media and VoD, mobile, big screen and desktop.

A beautifully simple All 4 identity inspired by the streaming play-bar.

A sleek, new brand identity for All 4, designed in collaboration with Channel 4’s in house agency 4creative, which includes a new All 4 logo – a 2D version of the classic logo with a streaming play bar at its core – and an adaptive digital-first experience across social media and VoD, mobile, big screen and desktop.

Channel 4 - 00 - Header + Text

A beautifully simple All 4 identity inspired by the streaming play-bar.

A sleek, new brand identity for All 4, designed in collaboration with Channel 4’s in house agency 4creative, which includes a new All 4 logo – a 2D version of the classic logo with a streaming play bar at its core – and an adaptive digital-first experience across social media and VoD, mobile, big screen and desktop.

A beautifully simple All 4 identity inspired by the streaming play-bar.

A sleek, new brand identity for All 4, designed in collaboration with Channel 4’s in house agency 4creative, which includes a new All 4 logo – a 2D version of the classic logo with a streaming play bar at its core – and an adaptive digital-first experience across social media and VoD, mobile, big screen and desktop.

Channel 4 - 00 - Header + Text
Channel 4 - 00 - Header + Text
Channel 4 - 00 - Header + Text
Channel 4 - 00 - Header + Text
Channel 4 - 00 - Header + Text
Channel 4 - 00 - Header + Text
Channel 4 - 00 - Header + Text
Channel 4 - 00 - Header + Text
Channel 4 - 00 - Header + Text
Channel 4 - 00 - Header + Text
Channel 4 - 00 - Header + Text
Channel 4 - 00 - Header + Text
Channel 4 - 00 - Header + Text

Channel 4 - 00 - Single Image (full)

Channel 4 - 00 - Single Image (full)
Channel 4 - 00 - Single Image (full)
Channel 4 - 00 - Single Image (full)
Channel 4 - 00 - Single Image (full)
Channel 4 - 00 - Single Image (full)
Channel 4 - 00 - Single Image (full)
Channel 4 - 00 - Single Image (full)
Channel 4 - 00 - Single Image (full)
Channel 4 - 00 - Single Image (full)
Channel 4 - 00 - Single Image (full)
Channel 4 - 00 - Single Image (full)
Channel 4 - 00 - Single Image (full)
Channel 4 - 00 - Single Image (full)

Channel 4 - 01 - Quote

Channel 4 - 01 - Quote
Channel 4 - 01 - Quote
Channel 4 - 01 - Quote
Channel 4 - 01 - Quote
Channel 4 - 01 - Quote
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Channel 4 - 01 - Quote
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Channel 4 - 01 - Quote
Channel 4 - 01 - Quote
“The All 4 brand has got to work on lots of different platforms and devices so simplicity was absolutely key.”

Alice Tonge, ECD and Head of 4Creative

“The All 4 brand has got to work on lots of different platforms and devices so simplicity was absolutely key.”

Alice Tonge, ECD and Head of 4Creative

Channel 4 - 01 - Quote

Channel 4 - 01 - Looping Video

Channel 4 - 01 - Looping Video
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Channel 4 - 01 - Looping Video
Channel 4 - 01 - Looping Video
Channel 4 - 01 - Looping Video
Channel 4 - 01 - Looping Video
Channel 4 - 01 - Looping Video
Channel 4 - 01 - Looping Video
Channel 4 - 01 - Looping Video
Channel 4 - 01 - Looping Video
Channel 4 - 01 - Looping Video
Channel 4 - 01 - Looping Video
Channel 4 - 01 - Looping Video

Channel 4 - 01 - Single Image

Channel 4 - 01 - Single Image
Channel 4 - 01 - Single Image
Channel 4 - 01 - Single Image
Channel 4 - 01 - Single Image
Channel 4 - 01 - Single Image
Channel 4 - 01 - Single Image
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Channel 4 - 01 - Single Image
Channel 4 - 01 - Single Image
Channel 4 - 01 - Single Image
Channel 4 - 01 - Single Image
Channel 4 - 01 - Single Image

A next-generation experience that is unmistakable.

“By realigning the iconic blocks within the logo and using two highly distinct colours we discovered a visual hook that is part navigation and part expression. So even without the logo you know it is the All 4 brand.”

A next-generation experience that is unmistakable.

“By realigning the iconic blocks within the logo and using two highly distinct colours we discovered a visual hook that is part navigation and part expression. So even without the logo you know it is the All 4 brand.”

Channel 4 - 02 - Header + Text

A next-generation experience that is unmistakable.

“By realigning the iconic blocks within the logo and using two highly distinct colours we discovered a visual hook that is part navigation and part expression. So even without the logo you know it is the All 4 brand.”

A next-generation experience that is unmistakable.

“By realigning the iconic blocks within the logo and using two highly distinct colours we discovered a visual hook that is part navigation and part expression. So even without the logo you know it is the All 4 brand.”

Channel 4 - 02 - Header + Text
Channel 4 - 02 - Header + Text
Channel 4 - 02 - Header + Text
Channel 4 - 02 - Header + Text
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Channel 4 - 02 - Header + Text

Channel 4 - 02 - Single Image (1 of 3)

Channel 4 - 02 - Single Image (1 of 3)
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Channel 4 - 02 - Single Image (1 of 3)
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Channel 4 - 02 - Single Image (1 of 3)
Channel 4 - 02 - Single Image (1 of 3)
Channel 4 - 02 - Single Image (1 of 3)
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Channel 4 - 02 - Single Image (1 of 3)
Channel 4 - 02 - Single Image (1 of 3)

Channel 4 - 02 - Single Image (2 of 3)

Channel 4 - 02 - Single Image (2 of 3)
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Channel 4 - 02 - Single Image (2 of 3)
Channel 4 - 02 - Single Image (2 of 3)
Channel 4 - 02 - Single Image (2 of 3)
Channel 4 - 02 - Single Image (2 of 3)
Channel 4 - 02 - Single Image (2 of 3)
Channel 4 - 02 - Single Image (2 of 3)
Channel 4 - 02 - Single Image (2 of 3)
Channel 4 - 02 - Single Image (2 of 3)
Channel 4 - 02 - Single Image (2 of 3)
Channel 4 - 02 - Single Image (2 of 3)

Channel 4 - 02 - Single Image (3 of 3)

Channel 4 - 02 - Single Image (3 of 3)
Channel 4 - 02 - Single Image (3 of 3)
Channel 4 - 02 - Single Image (3 of 3)
Channel 4 - 02 - Single Image (3 of 3)
Channel 4 - 02 - Single Image (3 of 3)
Channel 4 - 02 - Single Image (3 of 3)
Channel 4 - 02 - Single Image (3 of 3)
Channel 4 - 02 - Single Image (3 of 3)
Channel 4 - 02 - Single Image (3 of 3)
Channel 4 - 02 - Single Image (3 of 3)
Channel 4 - 02 - Single Image (3 of 3)
Channel 4 - 02 - Single Image (3 of 3)
Channel 4 - 02 - Single Image (3 of 3)

Connecting every channel and show.

The ‘Playbar’ with two horizontal bars – one yellow, one teal – representing the progress bar and the play button becomes part of the UI design and helps the viewer navigate.

Connecting every channel and show.

The ‘Playbar’ with two horizontal bars – one yellow, one teal – representing the progress bar and the play button becomes part of the UI design and helps the viewer navigate.

Channel 4 - 03 - Header + Text

Connecting every channel and show.

The ‘Playbar’ with two horizontal bars – one yellow, one teal – representing the progress bar and the play button becomes part of the UI design and helps the viewer navigate.

Connecting every channel and show.

The ‘Playbar’ with two horizontal bars – one yellow, one teal – representing the progress bar and the play button becomes part of the UI design and helps the viewer navigate.

Channel 4 - 03 - Header + Text
Channel 4 - 03 - Header + Text
Channel 4 - 03 - Header + Text
Channel 4 - 03 - Header + Text
Channel 4 - 03 - Header + Text
Channel 4 - 03 - Header + Text
Channel 4 - 03 - Header + Text
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Channel 4 - 03 - Header + Text
Channel 4 - 03 - Header + Text
Channel 4 - 03 - Header + Text
Channel 4 - 03 - Header + Text

Channel 4 - 03 - Single Image

Channel 4 - 03 - Single Image
Channel 4 - 03 - Single Image
Channel 4 - 03 - Single Image
Channel 4 - 03 - Single Image
Channel 4 - 03 - Single Image
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Channel 4 - 03 - Single Image
Channel 4 - 03 - Single Image
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Channel 4 - 03 - Single Image
Channel 4 - 03 - Single Image

Channel 4 - 03 - Looping Video

Channel 4 - 03 - Looping Video
Channel 4 - 03 - Looping Video
Channel 4 - 03 - Looping Video
Channel 4 - 03 - Looping Video
Channel 4 - 03 - Looping Video
Channel 4 - 03 - Looping Video
Channel 4 - 03 - Looping Video
Channel 4 - 03 - Looping Video
Channel 4 - 03 - Looping Video
Channel 4 - 03 - Looping Video
Channel 4 - 03 - Looping Video
Channel 4 - 03 - Looping Video
Channel 4 - 03 - Looping Video

Bold, confident, effortless in motion.

In motion, it’s fluid, slick and effortless across TV and digital interfaces to create a unified experience.

Bold, confident, effortless in motion.

In motion, it’s fluid, slick and effortless across TV and digital interfaces to create a unified experience.

Channel 4 - 04 - Header + Text

Bold, confident, effortless in motion.

In motion, it’s fluid, slick and effortless across TV and digital interfaces to create a unified experience.

Bold, confident, effortless in motion.

In motion, it’s fluid, slick and effortless across TV and digital interfaces to create a unified experience.

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Channel 4 - 04 - Header + Text
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Channel 4 - 04 - Looping Video

Channel 4 - 04 - Looping Video
Channel 4 - 04 - Looping Video
Channel 4 - 04 - Looping Video
Channel 4 - 04 - Looping Video
Channel 4 - 04 - Looping Video
Channel 4 - 04 - Looping Video
Channel 4 - 04 - Looping Video
Channel 4 - 04 - Looping Video
Channel 4 - 04 - Looping Video
Channel 4 - 04 - Looping Video
Channel 4 - 04 - Looping Video
Channel 4 - 04 - Looping Video
Channel 4 - 04 - Looping Video

Channel 4 - 04 - Single Image (1 of 2)

Channel 4 - 04 - Single Image (1 of 2)
Channel 4 - 04 - Single Image (1 of 2)
Channel 4 - 04 - Single Image (1 of 2)
Channel 4 - 04 - Single Image (1 of 2)
Channel 4 - 04 - Single Image (1 of 2)
Channel 4 - 04 - Single Image (1 of 2)
Channel 4 - 04 - Single Image (1 of 2)
Channel 4 - 04 - Single Image (1 of 2)
Channel 4 - 04 - Single Image (1 of 2)
Channel 4 - 04 - Single Image (1 of 2)
Channel 4 - 04 - Single Image (1 of 2)
Channel 4 - 04 - Single Image (1 of 2)
Channel 4 - 04 - Single Image (1 of 2)

Channel 4 - 04 - Single Image (2 of 2)

Channel 4 - 04 - Single Image (2 of 2)
Channel 4 - 04 - Single Image (2 of 2)
Channel 4 - 04 - Single Image (2 of 2)
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Channel 4 - 04 - Single Image (2 of 2)
Channel 4 - 04 - Single Image (2 of 2)
Channel 4 - 04 - Single Image (2 of 2)
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Channel 4 - 04 - Single Image (2 of 2)
Channel 4 - 04 - Single Image (2 of 2)

Bringing the attitude to social.

The design language seamlessly builds recognition across the vast collection of content arresting, witty, snappy teasers.

Bringing the attitude to social.

The design language seamlessly builds recognition across the vast collection of content arresting, witty, snappy teasers.

Channel 4 - 05 - Header + Text

Bringing the attitude to social.

The design language seamlessly builds recognition across the vast collection of content arresting, witty, snappy teasers.

Bringing the attitude to social.

The design language seamlessly builds recognition across the vast collection of content arresting, witty, snappy teasers.

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Channel 4 - 05 - Header + Text
Channel 4 - 05 - Header + Text
Channel 4 - 05 - Header + Text
Channel 4 - 05 - Header + Text
Channel 4 - 05 - Header + Text
Channel 4 - 05 - Header + Text
Channel 4 - 05 - Header + Text
Channel 4 - 05 - Header + Text
Channel 4 - 05 - Header + Text
Channel 4 - 05 - Header + Text
Channel 4 - 05 - Header + Text
Channel 4 - 05 - Header + Text

Channel 4 - 05 - Single Image (1 of 2)

Channel 4 - 05 - Single Image (1 of 2)
Channel 4 - 05 - Single Image (1 of 2)
Channel 4 - 05 - Single Image (1 of 2)
Channel 4 - 05 - Single Image (1 of 2)
Channel 4 - 05 - Single Image (1 of 2)
Channel 4 - 05 - Single Image (1 of 2)
Channel 4 - 05 - Single Image (1 of 2)
Channel 4 - 05 - Single Image (1 of 2)
Channel 4 - 05 - Single Image (1 of 2)
Channel 4 - 05 - Single Image (1 of 2)
Channel 4 - 05 - Single Image (1 of 2)
Channel 4 - 05 - Single Image (1 of 2)
Channel 4 - 05 - Single Image (1 of 2)

Channel 4 - 05 - Single Image (2 of 2)

Channel 4 - 05 - Single Image (2 of 2)
Channel 4 - 05 - Single Image (2 of 2)
Channel 4 - 05 - Single Image (2 of 2)
Channel 4 - 05 - Single Image (2 of 2)
Channel 4 - 05 - Single Image (2 of 2)
Channel 4 - 05 - Single Image (2 of 2)
Channel 4 - 05 - Single Image (2 of 2)
Channel 4 - 05 - Single Image (2 of 2)
Channel 4 - 05 - Single Image (2 of 2)
Channel 4 - 05 - Single Image (2 of 2)
Channel 4 - 05 - Single Image (2 of 2)
Channel 4 - 05 - Single Image (2 of 2)
Channel 4 - 05 - Single Image (2 of 2)

Standing out in a noisy world.

The striking visual mnemonic builds awareness and with a fresh new look for All 4 while giving it a stronger connection with the overarching Channel 4 brand.

Standing out in a noisy world.

The striking visual mnemonic builds awareness and with a fresh new look for All 4 while giving it a stronger connection with the overarching Channel 4 brand.

Channel 4 - 06 - Header + Text

Standing out in a noisy world.

The striking visual mnemonic builds awareness and with a fresh new look for All 4 while giving it a stronger connection with the overarching Channel 4 brand.

Standing out in a noisy world.

The striking visual mnemonic builds awareness and with a fresh new look for All 4 while giving it a stronger connection with the overarching Channel 4 brand.

Channel 4 - 06 - Header + Text
Channel 4 - 06 - Header + Text
Channel 4 - 06 - Header + Text
Channel 4 - 06 - Header + Text
Channel 4 - 06 - Header + Text
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Channel 4 - 06 - Header + Text
Channel 4 - 06 - Header + Text
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Channel 4 - 06 - Header + Text
Channel 4 - 06 - Header + Text
Channel 4 - 06 - Header + Text
Channel 4 - 06 - Header + Text

Channel 4 - 06 - Single Image (1 of 3)

Channel 4 - 06 - Single Image (1 of 3)
Channel 4 - 06 - Single Image (1 of 3)
Channel 4 - 06 - Single Image (1 of 3)
Channel 4 - 06 - Single Image (1 of 3)
Channel 4 - 06 - Single Image (1 of 3)
Channel 4 - 06 - Single Image (1 of 3)
Channel 4 - 06 - Single Image (1 of 3)
Channel 4 - 06 - Single Image (1 of 3)
Channel 4 - 06 - Single Image (1 of 3)
Channel 4 - 06 - Single Image (1 of 3)
Channel 4 - 06 - Single Image (1 of 3)
Channel 4 - 06 - Single Image (1 of 3)
Channel 4 - 06 - Single Image (1 of 3)

Channel 4 - 06 - Single Image (2 of 3)

Channel 4 - 06 - Single Image (2 of 3)
Channel 4 - 06 - Single Image (2 of 3)
Channel 4 - 06 - Single Image (2 of 3)
Channel 4 - 06 - Single Image (2 of 3)
Channel 4 - 06 - Single Image (2 of 3)
Channel 4 - 06 - Single Image (2 of 3)
Channel 4 - 06 - Single Image (2 of 3)
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Channel 4 - 06 - Single Image (2 of 3)

Channel 4 - 06 - Single Image (3 of 3)

Channel 4 - 06 - Single Image (3 of 3)
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Channel 4 - 06 - Single Image (3 of 3)
Channel 4 - 06 - Single Image (3 of 3)
Channel 4 - 06 - Single Image (3 of 3)
Channel 4 - 06 - Single Image (3 of 3)
Channel 4 - 06 - Single Image (3 of 3)
Channel 4 - 06 - Single Image (3 of 3)
Channel 4 - 06 - Single Image (3 of 3)
Channel 4 - 06 - Single Image (3 of 3)
Channel 4 - 06 - Single Image (3 of 3)
Channel 4 - 06 - Single Image (3 of 3)

Channel 4 - 07 - Quote (1 of 2)

Channel 4 - 07 - Quote (1 of 2)
Channel 4 - 07 - Quote (1 of 2)
Channel 4 - 07 - Quote (1 of 2)
Channel 4 - 07 - Quote (1 of 2)
Channel 4 - 07 - Quote (1 of 2)
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Channel 4 - 07 - Quote (1 of 2)
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Channel 4 - 07 - Quote (1 of 2)
Channel 4 - 07 - Quote (1 of 2)
Channel 4 - 07 - Quote (1 of 2)
Channel 4 - 07 - Quote (1 of 2)
“It felt like a fling.”

Landy Slattery, Creative Director, All 4

“It felt like a fling.”

Landy Slattery, Creative Director, All 4

Channel 4 - 07 - Quote (1 of 2)

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Channel 4 - 07 - Quote (2 of 2)
“It’s a marked improvement on All 4’s previous design, with the dark background, brighter accent colours and new graphics giving the platform a much more dynamic look and feel. The identity system also gives All 4 much more scope to promote its vast collection of content – whether it’s through Instagram teasers or amusing bus wraps referencing The Inbetweeners’ famous ‘bus wankers’ scene.”

Rachael Steven, Deputy Editor, Creative Review

“It’s a marked improvement on All 4’s previous design, with the dark background, brighter accent colours and new graphics giving the platform a much more dynamic look and feel. The identity system also gives All 4 much more scope to promote its vast collection of content – whether it’s through Instagram teasers or amusing bus wraps referencing The Inbetweeners’ famous ‘bus wankers’ scene.”

Rachael Steven, Deputy Editor, Creative Review

Channel 4 - 07 - Quote (2 of 2)

Bringing financial freedom to the unbanked of the Philippines.

We partnered with Tyme Bank to launch GoTyme, a new digital bank in the Philippines. We created a brand and digital experience with an authentic and empathetic perspective on the banking industry; a familiar voice in a world full of ones and zeros.

Understanding banking
in the Philippines.

The financial power imbalance in the Filipino market drastically favours banks. Real and perceived barriers to entry lead many of the unbanked to feel that financial freedom is unattainable.

“I want to make sure I have a stable and upwards trajectory in my career.”

“I want to provide for my family and our day-to-day needs.”

“It would be good to have easy
access to my bank.”

We saw the opportunity to create a customer-centric banking experience. One that empowered users, helping them do exactly what they want with their money. A service that values people over their account balance.

Potential Unlocked: banking with transparency and empathy.

We developed a set of creative principles to ensure the design and digital identity build access and understanding into every application. The result is a surprisingly human feel to a fearlessly future-focused take on banking. Potential Unlocked is the idea at the core of the system–a mission to reinvent banking and help people unlock their financial futures.

Small actions. Big results.

The brand’s visual language puts money in motion, illustrating the fact that GoTyme is here to help users unlock their potential by breaking big goals down into manageable steps. From additive motion behaviours to the tagline “It all adds up”, the brand communicates the power of small actions over time.

Your Steps
Your Potential

Forging the future of banking, together.

We worked closely with the Tyme Bank team, using creative shares and workshops to make sure the brand reinforced our strategic approach and would resonate with its Filipino audience. Internal design workshops throughout the project gave us space to reimagine familiar banking behaviours and develop unexpected, effective solutions.

Start at uncomfortable.

We start our creative journey at uncomfortable, to invent the new, to find the edges. The process will get us to just right. If we start at safe, it could take us to boring. And who wants their brand to be boring?

Prototyping and testing.

By building working prototypes, we were able to test how design decisions would facilitate the overall experience. As we developed the UI, we conducted usability testing to make sure the experience was intuitive and effective.

Round 1 - Low fidelity prototype

Round 2 - Brand colour application

Round 3 - UI development

Final product design

Powerful experiences that empower and educate.

The final experience puts financial control in the hands of the customer. From getting an account and card within five minutes, to setting up savings pots, we built access, understanding and empowerment into every moment.

Moments of delight and achievement.

Intuitive and full of wonder.

Each product interaction sparks delight, with motion behaviours that celebrate every success. The motion system and component library use the shapes of a debit card and a coin to create stunning patterns, with varied transparency and layering suggesting accumulation and momentum.

Delivering real world honesty.

The new tone of voice is human first and bank second, delivering information in a clear and positive way. It’s genuinely optimistic with a touch of local familiarity, standing out in a traditionally impersonal sector. The voice facilitates an open, transparent and honest financial perspective that helps make the product accessible to everyone.

Creating a better future for all.

The system sets the tone for a new kind of financial future, shaping a better way forward for us all. GoTyme's brand is equal parts innovation and human understanding, confidently building on the now to bring you what's next.

Digitally futureproofed.

We believe in giving our clients the tools they need to realise the vision we’ve created together. So we built a digitally-hosted brand platform and component library to house the GoTyme brand. Rather than a strict set of rules, the guidelines are meant to inspire the GoTyme business, their partners and the press with the story behind the brand, and empower future creatives with the resources they’ll need to create effective, on-brand assets.