Flat22
2025
The Brief
This second-year university project required me to respond to a 4 Studio brief to develop an original digital-first series for one of its social platforms. Working collaboratively in a small team, we created a distinct visual identity and a cohesive set of deliverables. The project involved research, concept development, and the production of key assets such as a logo, colour palette, thumbnails, lower thirds, and promotional content, all supported by a mini brand guideline to ensure consistency. It demonstrates strong creative thinking, collaboration, and professional execution.
Software used:
My Creative Process
The following sections outline the research, planning, and development process:
1. Understanding My Client
In the brief set by 4Studio, my group and I selected from Channel 4’s three platforms: Channel 4, E4, and Channel 4.0, each with its own distinct identity. We chose to respond to the Channel 4.0 brief and conducted further research into the platform and its content.
Our findings identified the target audience as young adults, with content that is digital-first, bold, and playful in tone, often exploring cheeky, vibrant, and provocative themes.
2. Further Research
My group then decided to develop a podcast as our digital-first series, recognising its growing popularity among this target audience. We researched a range of established podcasts with similar themes and demographics to Channel 4.0, analysing their branding, content, and tone. This informed our creative direction and helped us identify effective ways to engage and appeal to our intended audience.
Additionally, we split the deliverables between the team with myself being in charge of the logo and brand guidelines.
3. Experimenting & Feedback
Building on our decision to create a podcast, we centred the content around university life to align with Channel 4.0’s target demographic. This led to the concept “Flat 22,” inspired by student accommodation and the relatable conversations shared between housemates.
With an all-female host dynamic, I explored visual themes such as pink tones and kiss motifs to reflect “girl talk” and subtly suggest the cheeky, playful, and sometimes scandalous nature of the discussions. Following a mid-point presentation with 4 Studio, we received positive feedback on the overall concept, with guidance to further amplify the “girl talk” direction—specifically by pushing a bold hot pink colour palette and placing greater emphasis on themes of gossip.
4. Mini Brand Guidelines
Development continued with the creation of a mini brand guideline, outlining clear rules for the logo, asset layouts, colour palette, and typography to ensure consistency across all subsequent design outputs and strengthen the overall identity.
Following the mid-point presentation, I critically reviewed the logo and refined it by redesigning the “22” element to incorporate a shushing mouth illustration. This reinforced themes of gossip and “girl talk,” while aligning with the bold hot pink colour direction to create a more cohesive and impactful brand.
