Along with the main Channel rebranding we had to think about how this could be rolled out across social media. Facebook and Twitter had become a big part of our daily communications with our audience but the look and feel of everything was pretty awful. I felt strongly that we needed to make sure that our brand was represented in the right way online and that we could set up some guidelines and templates to help everyone making content for our social platforms, including external agencies that work for the channel.
The key was simplicity so that as well as making everything look better, it would also make it more efficient for the editors crafting content. We had to think very carefully about the platforms we were creating these templates for and how the audience engage with these platforms. With the change to autoplay video without sound for Facebook we set some rules around how this could be treated and made sure to test font sizes across different devices and formats. Ratios were also heavily tested to reduce the need for exporting lots of different sizes for every platform. What eventually came out of this rigorous testing and iterating are a set of guidelines and photoshop/ after effects templates providing a consistent and optimised look and feel across every platform.
Once we had Channel 4 done, we also rolled our similar guidelines for All 4 and E4 using those learnings.