An important part of Roughcut’s brief was to create a sophisticated visual language (something not typically seen in UK sitcoms), combined with an approach that was still appropriate for a comedy programme.
Working with type, chevron patterns, numerals, colour and motion, the team developed a library of design elements. These were used alongside clips of the characters in a punchy title sequence that introduces the viewer to the core cast.
Swiss Typefaces’ impactful sans serif was used throughout, echoing the type found on emergency vehicles. The familiar colours found on these vehicles and also on the paramedics’ uniforms inspired the colour palette used across the titles.