Channel 4’s biggest event calls upon Single Malt for branding and creative

c4-upfront.jpg

Brand consultancy and design studio, Single Malt, was chosen to design the branding and creative for Channel 4’s biggest event of the year, the London Upfront.

Single Malt was the creative studio behind last year’s event, London Upfront 2018, which was curated by Rouge Events. The event went on to win a Drum Award for the B2B Experiential Brand Campaign/Event of the Year.

The challenge for the North West creative studio was to evolve the 2018 branding and ensure that the 2019 Upfront was bigger and better.  

This year also saw the first ever Upclose take place. The pre-event saw a select number of 120 individuals brought together to discuss important topics facing the media industry.

With over 100 individual pieces of design work, Single Malt managed to bring to life Channel 4 programmes through Rouge Events experiential zones. This saw famous shows such as SAS: Who Dares Wins, The Great British Bake Off and First Dates presented interactively to over 1200 guests. 

The work ranged from the quick, small format print for food and drink menus, through to large format floor to ceiling vinyl pieces. Alongside this, the design team at Single Malt turned a generic shed into an E4 Branded Sweetshop and created the design for a BT Sports Bar. All of this was topped off with a Tokyo themed restaurant, an F1 Simulator area and even an Escape to the Chateau experience! 

From testing their courage in the SAS Challenge with Ant Middleton, or petting the adorable and highly crowd-pleasing dogs in The Dog House – the experiential zones gave guests the opportunity to get involved and tangibly experience their favourite programmes. 

The event went on late into the evening with acts such as Professor Green, Craig David, Mabel and Sigala providing musical entertainment.

At the event, which took place at London’s iconic Roundhouse, CEO Alex Mahon and her senior team gave a sneak peek of future programme launches – including ‘Justice’ a brand-new documentary series looking into the UK’s criminal justice system. 

The night also saw the reveal of Channel 4’s Diversity in Advertising Award 2019, a brand also designed by the creative studio. The award aims to improve diversity in advertising consistently year on year. The Upfront event revealed that the 2019 award will represent the LGBT+ community, a theme chosen because this community is massively underrepresented in the advertising industry, appearing in only 3% of commercials. 

Barry Jones, commercial marketing and events lead, had this to say: “After an award winning event in 2018, we knew Single Malt would be up to the challenge of building upon and evolving this headline event for 2019. 

"It’s the biggest event in the Channel 4 calendar and so the brand and design work is of the upmost importance to us. It’s fair to say that Single Malt went above and beyond to meet and smash our expectations. No job was too big or too small, no matter the deadline! 

"It’s always a fun and painless job to work with the team at Single Malt and we look forward to continuing our partnership throughout 2019.”

Rebecca Hull, creative leader at Single Malt, said this about the event: “When the 4Sales team told us that their Upfront was being held at the Roundhouse for a second year we knew we had to make the branding and experiential design even better than last year. 

"With the team prepped, we set out to create an evolution of last year’s identity with even more Channel 4 personality. In addition we had the equally challenging task of creating a complimentary sub-brand for their intimate pre-event, Upclose alongside the main branding. 

"Working on over 100 pieces of design, each piece was individualised and designed to complement the programme it was portraying, or the themes from Channel 4 itself through engaging and interactive design. 

"Attending the event allowed us to proudly see all of our hard work and determination come to life. As always we are extremely proud of the work we produced, and of course our working relationship with Channel 4. The chance for our team to work collaboratively and push the brand restrictions was definitely a project which we have all enjoyed, driving our creativity and pushing our boundaries.”

Photos by Will Johnston Photography

Enjoyed this? Read more from Single Malt Design LTD

Latest news

1

University of Lancashire climbs 14 places in student positivity survey Happy students at ULAN

University of Lancashire climbs 14 places in student positivity survey

10 Jul 2025

2

Forbes Solicitors achieves strong growth and promotes 15 Forbes Solicitors promotions

Forbes Solicitors achieves strong growth and promotes 15

10 Jul 2025

3

Communications company raises investment will fuel global expansion Laurence Tan (Investment Associate, Praetura Ventures); Charlie Morris (Director, Corporate Finance (Mergers & Acquisitions); Ian Rose (Chairman, Audiebant); Josh Dean (CEO, Audiebant); Peter Carway (Investment Director, Praetura Ventures)

Communications company raises investment will fuel global expansion

10 Jul 2025

4

Lancaster Spirits Company announces partnership with leading whisky maker Joan Casals, Max McFarlane and Chris Pateman

Lancaster Spirits Company announces partnership with leading whisky maker

09 Jul 2025

5

Viridium appointed to support Indurent with major warehouse decarbonisation project Rebecca Latham, Gemma Cornwall and Ross Cornwall

Viridium appointed to support Indurent with major warehouse decarbonisation project

09 Jul 2025

Background image for hub sign up block

LBV Hub

Leverage Lancashire Business View platforms

Post your news
Post your events
Post your offers
Build your network
Improve your SEO
Gain coverage in the magazine
Sign-up
Events
LBV123 July/August Launch Event
Lancashire Business View magazine launch
Networking
16 Jul 2025

LBV123 July/August Launch Event

Burnley College University Courses Building, Burnley, BB12 0AN

08:30 - 10:30

Lancashire Built Environment Conference 2025
BEC 315 X 315 Px
Networking
25 Sep 2025

Lancashire Built Environment Conference 2025

Blackpool Football Club, Blackpool, FY1 6HX

08:30 - 13:00

CMI Level 5 Management and Leadership Course
UCLanAerialCampus.jpg.jpg
LBV Hub Seminars
21 Feb 2025 - 21 Feb 2026

CMI Level 5 Management and Leadership Course

Preston Campus, Preston , PR1 2HE

09:00 - 17:00

CMI Level 5 Project Management Course
UCLanAerialCampus.jpg.jpg
LBV Hub Seminars
21 Feb 2025 - 21 Feb 2026

CMI Level 5 Project Management Course

Preston Campus, Preston, PR1 2HE

08:00 - 17:00

Shaping Preston's future by remembering its past
1750160034867.png.png
LBV Hub Networking
16 Jul 2025 - 16 Jul 2025

Shaping Preston's future by remembering its past

Society1, Coworking Space, Preston, PR1 3LT

18:00 - 20:30

Chamber Summer BBQ
LBV Hub Social
17 Jul 2025 - 17 Jul 2025

Chamber Summer BBQ

The Borough, Dalton Square, Lancaster, LA1 1PP

17:30 - 20:00

Preston Tech Connection: Web3 is Dead. Or is It?
July Longer Banner.jpg.jpg
LBV Hub Networking
29 Jul 2025 - 29 Jul 2025

Preston Tech Connection: Web3 is Dead. Or is It?

Society1, Coworking Space, Preston, PR1 3LT

18:00 - 19:30

Preston Freelancer Meet-Up: July
Longer July Banner.jpg.jpg
LBV Hub Networking
31 Jul 2025 - 31 Jul 2025

Preston Freelancer Meet-Up: July

Society1, Coworking Space, Preston, PR1 3LT

10:00 - 11:30

Cumbria Business Expo 2025
https---cdn.evbuc.com-images-880461633-4862066883-1-original.20241022-110415.jpeg.jpg
LBV Hub Exhibitions
19 Sep 2025 - 19 Sep 2025

Cumbria Business Expo 2025

Carlisle Racecourse, Carlisle, CA2 4TS

09:00 - 15:00

North West Business Expo 2025
https---cdn.evbuc.com-images-880456273-4862066883-1-original.20241022-105445.jpeg.jpg
LBV Hub Exhibitions
24 Oct 2025 - 24 Oct 2025

North West Business Expo 2025

Bolton Stadium Hotel, Bolton, BL6 6SF

09:00 - 15:00

Lancashire Business Day 2025
241122lbvlancashiredaylhp0647web
Networking
27 Nov 2025

Lancashire Business Day 2025

Burnley FC , Burnley, BB10 4BX

12:00 - 17:00

Advertise with us

Reaching 50,000 members, our print, digital and event platforms offer a fantastic way to raise your business profile and help you grow.

Find out more LBV122 Online Graphic
Subscribe now

Weekly news bulletin