We worked closely with 4creative to create a cohesive on & off air package for new channel 4seven, that would sit proudly amongst the existing Channel4 family. The channel is a social media driven 'best of', bringing the most topical programming to the head of the schedule. Our aim was to visually present 'another way of looking at' Channel4.

We created a distinctive corner wrap concept that holds all the elements together creating a set of idents which result in a logic defying scene, reminiscent of M.C Escher. This required a custom camera technique to create the effect of the viewer travelling around the corner wrap from left to right, presenting everyday life, from a new perspective.

The graphic elements take the brand into three dimensions with a reactive seven which reflects the amount of 'buzz' around programming throughout the day.

This is combined with a time intelligent on screen presentation where the channel gets darker as the day goes on, all graphics adjust as night sets in and the content changes accordingly.