A VOD service may be algorithm based and digital but there’s no need for it to look the part. When commissioned to create a new visual identity for TV4 Play, our starting point was therefore to create an identity that unified and reflected its exciting content and benefits in a playful, humane way. The result? A 300% increase in registered users and named ‘Sweden’s best entertainment site 2017’ by Internet World.

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.