The problem
The BBC was on the verge of merging its two commercial arms - BBC Worldwide and BBC Studios. The blended brand needed a strategically-sound approach to its new identity.
The brief
Develop a new strategic positioning and identity for the new B2B enterprise - now called BBC Studios - which reflected its unrivalled expertise in content creation, production, distribution, formats, live events and games.
The strategy
The in-house brand team not only needed to create a new logo, it needed to build a new brand that worked across the breadth of BBC content - from drama and entertainment to children’s and natural history.
Inspired by the iconic atomic dot pattern of the BBC Television Centre, the team created a range of visual elements - a central anchor surrounded by restless, ever-changing creative energy.
The creative
My role was to craft the story behind the new identity and create a tone of voice for the new venture. I came up with the idea of Bold, British Creativity and demonstrated how this sentiment could be used when writing about different content and services under the BBC Studios banner.
The results
The client praised the clarity and focus of all aspects of the design identity, “which were so critical to its success and rollout”.
