MOV­ING ON­LINE

Jo­hanna Drewe

Computer Arts - - Project Diary -

When on-air TV chan­nel BBC Three was re­placed by an on­line-only ver­sion in Fe­bru­ary 2016, the brand had to break out of the BBC’s usual style, which was fright­en­ing in some ways, but also gave it more free­dom. Red Bee Me­dia de­signed the identity, and we were brought in to im­ple­ment it, tweak­ing it a lit­tle to do so.

The chan­nel is no longer a per­ma­nent venue: it’s out ‘on the road’ and its con­tent needs con­stant sign­post­ing. The au­di­ence is made up of 16 to 24 year olds across the UK. BBC Three is an im­por­tant voice to them – it presents things as they are, mak­ing you think, rather than telling you what to think. This group is heav­ily en­gaged in so­cial me­dia, so the brand needs to live in so­cial as well. It’s not just about pro­mot­ing iPlayer con­tent, there are weekly, daily and hourly posts be­ing cre­ated for their own sake. The idea is that BBC Three sparks the con­ver­sa­tion all the time, not just dur­ing par­tic­u­lar trans­mis­sion hours.

In terms of a cre­ative strat­egy, that meant un­der­stand­ing how peo­ple use dif­fer­ent so­cial plat­forms and cre­at­ing vis­ual as­sets that would evolve there, rather than try­ing to fit rigid brand as­sets to each plat­form. We sim­pli­fied how the up­dated BBC Three mark – the ‘tri­con’ – would be used, so that it works within the BBC’s ex­ist­ing brand­ing but also lives on so­cial plat­forms in its own right. We also changed the chan­nel’s sec­ondary colour pal­ette to work bet­ter with the BBC Three pink, en­abling us cre­ate in­ter­est­ing new com­bi­na­tions. And FIN was in­tro­duced as a head­line font, mak­ing it more ex­pres­sive, yet an­chored in the BBC’s over­all ty­po­graphic style.

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