You might have seen in Campaign Live recently that Channel 4 have held their biggest ever Upfronts event. Well, now let’s introduce you to the creative team behind the experiential design!
This year’s London event took place on Wednesday 4th July at an amazing venue – The Roundhouse, which is known for being a hub of inspiration where emerging talent, extraordinary work and creativity can flourish. And that, as you know – is right down the Single Malt street!
This is the biggest event in the Channel 4 calendar each year, highlighting and celebrating the coming together of tremendous hard work, massive new hits, new digital capabilities as well as returning past hits too! Channel 4 love to share their vision for the future with their clients, and what better place to do it than a huge summer party. Traditionally around November time, the move of this event allowed us to work with a summer party vibe, bring the outside in, and enjoy all that summer has to offer (including ice creams!)
As you can imagine, we were excited beyond belief when we were briefed in and asked to design all the graphics for the prestigious evening ahead. From Day 1 of searching for inspiration and brainstorming ideas, to the production of final proofs just a few days ago – collaboration and communication were the key elements that underpinned the whole project. With such a large task list it’s not just creativity that needs to flow, but the organisation and planning too! Working very closely for a number of weeks with the guys at 4Sales and our friends at Rouge Events, we created, presented and sent to print so many amazing pieces of artwork – including set designs for the Great British Bake Off Doughnut Challenge, Gogglebox, Derry Girls Fish and Chip Shop, The First (new upcoming drama which tells the story of the first humans on Mars), Sunday Brunch, Made in Chelsea and First Dates bars, an All4 ice cream van, Rugby Union Conversion Challenge, the BT Sport Penalty Challenge and a PL4y Campaign Wall to name but a few. All supported by posters, menus, and wayfinding artwork of course!
You’ll probably have figured that these graphics weren’t just simple prints. The artwork ranged from fully wrapped floor to ceiling canvasses, vinyl prints and huge foamex boards, to large posters, bar menus, chip cone prints and even presentation slides. It was incredible to see the evolution from a print ready presentation, to standing in front of something reaching so far down the wall you can barely fit it all into one picture.
Barry Jones, Channel 4 Group Event & Communications Manager was really pleased with our designs and creative branding;
“With the Upfronts being such an important part of the Channel 4 calendar each year, it was of paramount importance that our design partner for the event had not only the capability to resource such a big project, but to think creatively, passionately and understand what was needed from the outset. Having worked with Single Malt for over 7 years now, I know they put 100% into everything they do and are driven to work collaboratively not only internally, but with my team too. I would like to thank the whole Single Malt team for their hard work, helping us make this year’s Upfronts such a huge success!”
Bekkie, our Senior Designer explains more; “For our design team being tasked with designing the biggest 4Sales event of the year was obviously a challenge we were excited to get our teeth into! The brief was to evolve the C4 Upfronts brand to inspire summer vibes. With strong gradients juxtaposed with dark silhouetted palm trees, we certainly brought that summer feel indoors, even with the restrictions of the large format print. Alongside the branding, we created programme specific set areas which really showcased their individual personalities. The chance for our team to work collaboratively and push the brand restrictions was definitely a project which we have all enjoyed and has pushed our creativity. We can’t wait for 4Sales to present us with our next challenge.”
The whole Single Malt team are extremely proud to have this project under our belt, and we’re excited for the next one in November. As a multiple award-winning studio – quality, drive, courage, inspiration, passion and being empowered are what we’re built on.