The brief was well written and clear - refresh the S4C brand personality and re-connect with its audiences in new ways. Further to that it was felt that S4C could benefit from engaging with a younger viewer. There is massive pride in Wales for both the country and the language, but the existing S4C brand had little appeal for that market. We thought they should better represent the Wales of today: vibrant, modern, progressive and bilingual. S4C wanted to create an identity that future-proofed it after analogue switch off beginning in 2009."
"It was really wonderful to be presented with such a brilliant and radical solution; and even better to see the results exceed expectations."
Chief Executive, S4C