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BBC Three

BBC

We took the popular youth channel from terrestrial TV to its new home in the digital world. 

BBC Three was about to undergo a dramatic shift from being a terrestrial TV channel to becoming an online entertainment hub. 

We were briefed to bring to life the two channel’s pillars “Makes Me Laugh, Makes Me Think” in a way that would allow the brand to exist across a multitude of platforms and devices rather than simply on a television channel. 

OUR INSIGHT

BBC Three was moving from the safety of a dedicated TV home to full time residence in the ‘wild west’ of the digital world. 

 

The more a brand lives in the atomised digital universe, the less amount of ‘pure brand space’ it has.

 

The challenge with truly social video is that the more successful a brand, the more it is shared. The more it is shared, the more the brand drops away.

A BIG PLAY FOR THE SMALL SCREEN

We started from the smallest possible place and built out from there. If the brand was to succeed in a social video world, then it needed to work hard as a YouTube thumbnail and on the smallest screens.

We talked about the new logo as a ‘stamp’ - something that would bond to the content, then get out of the way.

 

We also designed a mnemonic - especially relevant given the network’s sister radio station, Radio1, would play an active role in cross-promotion.

The graphics package needed to work just as hard and be a true multiscreen solution.

And we passed the YouTube thumbnail test we set for ourselves. The brand’s smart, small logo and punchy colour scheme stands out in a sea of video content.