For 2018’s report, we needed to set out how new strategic pillars would transform this unique business. Core to this task would be '4 All the UK', a strategy to ensure that Channel 4 serves the whole of the UK – and the biggest change to the structure of the organisation in its 35-year history.
The strategy increases content spend for Channel 4's Nations and Regions, supporting up to 3,000 production jobs across the whole country. It sees the opening of a new national HQ in Leeds, and creative hubs in Bristol and Glasgow.
Our challenge was to highlight '4 All the UK', while still keeping the wider story of the organisation's remit at the heart of everything. We also needed to apply their new visual brand in a way that showed their evolution and expressed a fresh burst of creative energy.
Every aspect of the report was guided by four characteristics which shape the way the business works: Creators, Challengers, Champions and Commercially-minded. To achieve this, we worked exclusively with Channel 4’s communications manager. We involved stakeholders in the visual process too, ensuring that the report reflected the organisation’s vision.
We created a document with the look and feel of a coffee table book. The cover is black, minimalist in design, and uses a gloss foil effect on the typeface. Introductory pages are presented in black and white, with stylish executive photography to match. But in the centre of the document, there’s a surprising change of tone.
Following the CEO’s statement, we presented the remit as a tipped-in booklet, exploding with content and colour.
Subsequent pages make full use of the brand’s imagery and typography, including bold splashes of neon. The paper stock switches from matt to gloss. It’s a creative burst designed to champion innovation – and show how new ideas, formats, views, voices, faces, talent, audiences and production companies are nurtured.