Visualising a National Voice: The Comprehensive Rebrand of S4C
As the national Welsh-language public-service broadcaster, S4C occupies a unique and vital position in the cultural landscape of Wales. When we were commissioned to undertake a comprehensive brand refresh for the channel and its sub-brands, Cyw and Stwnsh, we recognized that this was more than just a design project—it was an exercise in visualizing a national voice.
Based in Cardiff and broadcasting throughout Wales, S4C required a visual identity that felt modern, cohesive, and deeply rooted in its specific cultural role.
The Commission: A Multi-Generational Identity
The challenge was to create a unified brand language that could effectively reach three very different demographics: the general public, preschool children (Cyw), and older children/teens (Stwnsh). The project was divided into three strategic areas of focus:
The Main Identity: Developing a core logo and visual system that represents the channel's authority as a national broadcaster.
Transmission Information: Creating the framework for how information is delivered to viewers between programs.
On-Screen Experience: Designing the creative for on-screen menus and channel idents—the "personality" of the station that appears during transitions.
Our Design Strategy: From Cultural Insight to Creative Concepts
Our process began with a deep dive into the target demographics and the wider cultural role S4C plays. A broadcaster's identity must be dynamic; it doesn't just sit on a page, it moves, speaks, and lives on a screen.
Cohesive Sub-Branding: We developed distinct yet related identities for Cyw and Stwnsh. The goal was to ensure that while each brand had its own energy—Cyw being playful and soft, Stwnsh being energetic and bold—they both felt like part of the larger S4C family.
Motion-First Design: Because the primary home for this brand is television, we designed with motion in mind. We provided the in-house team with a suite of brand assets and video templates designed to deliver messages on-screen seamlessly. This "digital-first" approach ensures that the brand remains fluid and modern across all platforms.
The Transmission Framework: We focused heavily on the "on-screen menu" creative. These menus are the functional backbone of a TV channel, and our design prioritized legibility and ease of navigation, ensuring that viewers can find the content they love without friction.
The Result: A Living, Breathing Brand
The hallmark of a successful rebrand is its longevity and adaptability. Since the delivery of the main identity and asset kits, the talented in-house team at S4C has continued to interpret and deploy the system we developed.
Today, this visual language can be seen across the entire S4C ecosystem: from the new website and mobile app to physical signage, printed literature, and large-scale marketing campaigns. By providing a robust set of creative concepts and technical templates, we helped establish a brand that is not only visually striking but also functionally resilient, allowing the national broadcaster to continue its mission of serving the people of Wales with a clear and confident voice.
