BRIEF 4- CHANNEL 4 (D&AD)

OUGD301BRANDING/PROMOTION

GEMMA BYRNE

The name and logo I have come up with is Your 4, it is a simple name but in keeping with the Channel 4 portfolio. Research showed older people didn’t care for fancy logos or names but the focus was on the content of the channel,therefore I have kept the branding simple. There isn’t a channel aimed at this target audience, so this channel is aimedspeci�cally to ful�l their viewing requirements.

BRIEF/CONCEPT

BRIEF:To create a campaign for a new TV channel targetted at over 60s.

CONCEPT:The campaign is both on-screen and o�-screen in order to target as large a proportionof the target audience as possible. The channel isn’t about re-runs of programmes butabout quality television which challenges without patronizing.

Your 4

01/06

BRIEF 4- CHANNEL 4 (D&AD)

OUGD301BRANDING/PROMOTION

GEMMA BYRNE

A 13 second ident using stock footage from www.xstockvideo.com. I have chosen to use stock footage due to a lackof knowledge in video and �lm. I have used several layers of the same �lm on top of each other at di�erent opacities,to create the sense of moving through clouds when the camera moves through the layers. The music is TurquoiseHexagon Sun by Boards of Canada, the reason for this choice is because it is relaxing and complements the visuals.

IDENT 1

0:00 0:01 0:060:04

0:08 0:10 0:13

02/06

BRIEF 4- CHANNEL 4 (D&AD)

OUGD301BRANDING/PROMOTION

GEMMA BYRNE

These are 2 slightly varying 5 second idents, this is the mischievous part of the brief coming out - I think the dog inthe old style glasses is humourous but not o�ensive. The dogs behaviour could be seen as representing over 60s,e.g. it isn’t a playful puppy bouncing around, but this dog is very calm. These idents are lilely to be used at the start ofa programme with some narration over the top. Again, this is stock footage from www.xstockvideo.com, and althoughits stock, it is exaclty the kind of vision I had but I didn’t have the knowledge or equipment to achieve.

IDENT 2

0:00 0:01 0:04 0:050:02

0:00 0:050:01 0:040:02

03/06

OUGD301BRANDING/PROMOTION

GEMMA BYRNE

The in-programme pointer points to what programme is on now, next and later. I have made the design very clear andeasy to read for those who may be visually impaired, but it is similar in structure to the existing Channel 4 design. Ablue animated block wipes across to the halfway point and the programmes are shown in white, as the narratormentions a programmes, it increases in point size so the audience can see it clearer, pushing the programme underneath, down, it lasts about 5 seconds.

The menu lasts about 3 seconds and shows the name and time of the programme while it’s shown on screen.

IN-PROGRAMME POINTER MENU

Your 4

4:00pmCountdown

5:00pmGrand Designs

6:00pmNewsYour 4

04/06

Your 4Grand Designs

Monday 8:00pm

BRIEF 4- CHANNEL 4 (D&AD)

OUGD301BRANDING/PROMOTION

GEMMA BYRNE

These are static screens to be displayed prior to the channel launch. The purpose of these screens are to summarisewhat the audience can expect from the channel, and when the channel will be launched. The design is very simpleand easy to read as I have to consider viewing capabilities of individuals. The logo on the left idea will animate in thesame way as on the Ident 2 board, which is by rotation and scale, this will be a very slow animation that occurs onceevery 30 seconds, this way it does not cause annoyance.

PRE-LAUNCH SCREEN

Your 4

Nature. Quizzes. History. Houses. Gardening. Cookery. Sports. Culture. Current A�airs. News. Documentaries. Antiques. Films. Politics. Family. DIY. Food. Weather. Drama. True life. Your 4.

Launching 1st January 2012.Your 4.Nature. Quizzes. History. Houses. Gardening. Cookery. Sports. Culture. Current A�airs. News. Documentaries. Antiques. Films. Politics. Family. DIY. Food. Weather. Drama. True life.

Launching 1st January 2012.

Your 4Virgin: 141 Sky: 141 Freeview: 27

BRIEF 4- CHANNEL 4 (D&AD)

This screen will display on the frequency that the channel will be broadcast on for 2weeks prior to the launch, this gives chance for people to discover the frequency andfamiliarise themselves with the content. It isn’t necessary for music or sounds on thisscreen, as most people will switch over to another channel once the information hasbeen read.

This screen will be shown in between advert breaks on; Channel 4, More 4, Film 4 andE4 in an attempt to expose the new channel as much as possible. In particular, advertbreaks of programmes the over 60s are most likely to watch e.g. Countdown, GrandDesigns and Dispatches. It will be on the screen for around 15 seconds.

05/06

BRIEF 4 - CHANNEL

OUGD301BRANDING/PROMOTION

GEMMA BYRNE

The printed distributional material is a minimal part to the campaign due to waste prevention. Older people are morelikely to evade �yers handed out in the street, so this will be part of a direct mail campaign where it isn’t as invasive asbeing personally approached. Again, the design is very minimal, and the message is straight to the point in order tofully grab the audience’s attention without confusion.

POSTCARD

Your 4

Your 4.Nature. Quizzes. History. Houses. Gardening. Cookery. Sports. Culture. Current A�airs. News. Documentaries. Antiques. Films. Politics. Family. DIY. Food. Weather. Drama. True life.

Launching 1st January 2012.

Your 4

Virgin: 141 Sky: 141 Freeview: 27

06/06