Re branding / facing a popular music network channel will always present its own unique challenge. Having been some years since 4 Music had received any TLC, the in house creative team and SKC set about creating and implementing a design philosophy and aesthetic that would complement the Channel Four family, but sustain a flavor and identity of its own. One that sits with the contemporary and future digital world. Placing the viewer in control and appropriating the information in a way that was informative, minimal and unobtrusive.