Mook has updated the website for Channel 4 teen sub-brand T4, as the channel moves to align its on-line presence more closely with its on-air branding.
T4 targets a core audience of 13- to 19-year-olds and its on-air identity was revamped by Spin late last year to reflect the fact that some of its programming, like Friends, also appeals to an older age group. A Channel 4 spokeswoman says the website revamp mirrors this objective, making the brand accessible to a wider demographic in addition to its core audience.
According to Mook creative director Jess Goodall, the group was briefed to create a site that more accurately reflects the ‘fresher and more contemporary style’ of the T4 brand and one that enables the channel to regularly update the site’s content.
The site, www.channel4.com/ entertainment/t4, now incorporates pink and beige tones that can be updated seasonally, along with the brand’s pixillated font and revamped logo.
T4’s last site was quite young and didn’t reflect the brand at all well, Goodall explains. ‘This is more adult and a bit more sophisticated,’ she says.
Mook was appointed to the job in late November, following a three way creative pitch.