Bringing Sweden’s most popular TV channel to life
TV4 Play is a free video-on-demand (VOD) service featuring news and entertainment from Sweden’s most popular television station, TV4. We were asked to create a new visual identity that unified and better reflected TV4 Play’s exciting content and the benefits of VOD.
The way people consume television is changing. There is a shift away from linear TV to a digital experience that’s accessible whenever and wherever people want. We understood that TV4’s future lies in TV4 Play and wanted to create an identity that made the inevitable transition as easy as possible for people – for both the digitally illiterate and the digitally savvy.
Much of the VOD market is algorithm-based and impersonal, and we saw an opportunity to introduce a human touch in a digital world. This concept was brought to life in every part of the identity and embodies the essence of video on demand: content available whenever and wherever you want.
The familiar buttons from the remote control are given new life as playful, animated, physical objects. They are integrated throughout TV4 Play’s world, becoming an integral part of the identity. These graphical elements – in combination with a new set of friendly icons, a local tone-of-voice and a custom-made typeface – create an energetic and welcoming identity that dramatizes and embodies the essence of video on demand: content available whenever and wherever you want.
Some results since launch:
- 2.5 million registered users in one year (the goal was 1 million).
- Named Sweden’s best entertainment site 2017 by Internet World
- Brand Awareness increased with 32%.
- Preferred brand on the market: 200%.
The familiar buttons from the remote control are given new life as playful, animated, physical objects. They are integrated throughout TV4 Play’s world, becoming an integral part of the identity.
The typeface named Quattro Sans was specially created for all TV4 communication. It is a friendly, human and contemporary typeface with focus on readability.
The new tone of voice is chatty and informal, building on the concept of providing a human touch in a digital world. The messages are kept simple and friendly – guiding viewers through the content.
A comprehensive set of functional and emotional picograms and emojis were created, drawn to complement the custom-made typeface Quattro Sans.