Concept and creative process
In the ident 'Offbeat', the audience is presented with an unusual point of view. We appear to be looking up at a pale purple ceiling through a transparent floor over which an orange, hairy object is propelling itself on malleable purple plastic feet. The feet emerge from and retract at will into the object's shaggy pile in order to manoeuvre it into a position which visually creates an orange curved 2 logo against the pale purple background colour.