Kanal 5, a popular entertainment channel based in Sweden briefed us to come up with a new ident for their channel.

Kanal 5’s house style evolves around exploring different environments in order to reveal the 5 logo, their idents are often irreverent and humorous. They wanted us to explore the theme of nature, and to create something organic and fluent that communicated the brand's core values.

We initially worked on a series of ideas and executions and after discussions with Kanal 5 we settled on 3 key ideas, which we developed in to boards, the winner was “Urban Planet”

The idea behind Urban Planet was to fool the viewer into thinking that they were in a lush vibrant, pristine rainforest, only to realise later that this was actually a small 5-shaped enclave inside a huge grey polluting metropolis, which covers the whole planet. Where would you rather be?