Role:
Lead Designer - development and articulation of the global brand system and guidelines.

The Brief:
Following the first rebrand of the BBC’s UK services in 20 years, the World Service required its own evolution. The challenge was to translate the updated brand into a globally coherent system that could work across 42 languages and diverse cultural contexts.

The Result:
Working with an amazing team of motion and static designers, we produced a fully comprehensive 225 page guideline document - touching on all 42 languages and the vast library of World Service assets. This was an exercise in what it really means to create brand languages that extend beyond logos and static guidelines; designing systems that can flex across cultures, contexts, and channels whilst maintaining coherence and strategic intent. The result empowered regional teams, helped to streamline output and consistency, and enabled faster production going forward.