E4 wanted to completely re-brand its on-air environment, yet retain the quirky sensibility of the channel (not to mention the signature purple).The solution expresses itself as an elegant set of on-air idents that skew the line between live action film-making and stop-frame animation. By creating a highly imaginative and joyful world, the filmmakers were able to establish a template that is flexible enough to inform E4 for years to come.