We built on the strength of the existing marque whilst defining bold brand behaviours for competitive global markets. The new design system was inspired by the iconic dot pattern on BBC Television Centre, and existing colour schemes were rationalised into simpler hues. The spark at the heart of the system expresses creative connections–small ideas that unite to create something greater–and the resulting brand elements unite BBC Worldwide’s wide-ranging content without stealing the limelight.

We conducted a forensic brand audit to redefine a plethora of current and legacy marketing briefs into a coherent creative strategy. This formed the basis of the design development and forged the key values that would act as the DNA of the creative solution.

Running parallel to the creative development we identified a logistical strategy of surfacing key brand milestones at B2B events. Large format wall artwork, collateral and event based branding exhibited the effectiveness and quality of the brand. Clearly showing depth and flexibility – the brands ability to be consistently applied to a variety of formats. This had a twofold effect, gave purpose and focus to the creative exploration plus showcased the work to key stakeholders. This process had a resonant effect, building trust and familiarity within the business. Enabling us to achieve the scale and ambition of a companywide rebrand for one of the world’s biggest brands.

The result… Unified brand strategy and visual identity for the business. Clearly defined brand behaviors’ and values for all activity to be measured and value checked against. Unifying a previous disparate and ineffective brand. Established tone of voice and approach, removed complexity across the business and formalized working relationships and efficiency.

The rebrand has driven commercial success – transforming events beyond KPI’s expectations. Brand strength and flexibility have had positive budget impact. Feedback from B2B partners at key events delivered positive impact to perceptions and sales relationships.

Establishing clear brand values and behaviors has clarified our position in contractual agreements when negotiating brand partnerships. Provided visual unity and order to our brand on digital platforms.

The rebrand has provided clarification for consumers through unified approach and design system. Transforming the brand into one that is future focused and fit for purpose across all touchpoints.