The brief was to create a number of short ident pieces for a channel within a video on demand music service  This channel focused on pop music.  The idents needed to be rapid but striking as they would play out periodically in between songs during video playlists.  They were also used during promos (adverts) that featured on the channel.  

Playful shapes and flat colours were chosen for maximum impact. The concept was young, light and frothy fun, but with a slight edge there perhaps - hence the colour combination of pink and white with pure black.  Also some of the animations suggested simple DJ lights pulsing whereas others showed the logo advancing quickly towards us during the viewers blink moments - suggesting slight menace. 

Art Direction by Emma Reynolds