Our work for S4C

S4C, or Sianel Pedwar Cymru, meaning ‘Channel Four Wales’, is a Welsh-language public-service television channel based in Cardiff. The brief was well written and clear - refresh the S4C brand personality and re-connect with its audiences in new ways. We wanted to better represent the Wales of today: vibrant, modern, progressive and bilingual.

The logo

Magnetic Idents

For the series of idents that launched the rebrand we developed a concept based on magnetism. The uncontrollable attraction reflects the Welsh feeling of emotional affinity to their country, whether near or far and the feeling of completeness when returning home. Multi-award winning director Simon Ratigan joined Proud to put his own distinctive visual twist on the creative.

Behind the scenes

Audio Idents

After twelve months of R&D with our collaborators Minivegas, we created an innovative and bespoke piece of software that enables realtime rendering of live action elements. Leading to a series of films in which the continuity announcer creates a subtly different ident for each viewing, through voice activation. A world first.

Brand application

Print

Brand Book

After completing our re-brand of Welsh broadcaster S4C, we were commissioned to produce a brand philosophy book. This is given to staff and suppliers to explain a little bit about the new S4C creative manifesto.

We didn't want to create a stiff brand bible to frighten creativity away - we were more interested in creative inspiration. Encouraging a sense of freedom and flexibility. The end result is a sketch book with witty creative writing and a relaxed photographic style.

Lines Ident

'What do you get when there's a break in the schedule of television early in the morning? Informercials? Test patterns? Not if you live in Wales. This loop fills those gaps with a serene and mesmerising flow of five lines.'

John Beohm, Idents.tv

S4C Icons Campaign

The brief was to create a spot to acquaint and promote the audience with S4C's new icon family. The icons promote S4C's subtitling service as well as alternative viewing platforms: Broadband, Mobile and Podcast.

The resulting pop-up book inspired animation explains how to get the most out of the channel in your language of choice. We wrote a reversible script that bounced between English and Welsh, engaging the viewer in a playful yet educational way - when you hear Welsh you read English and vice versa.