BBC Worldwide is expanding its international footprint with the launch of BBC First, a drama network for Australia highlighting premium content such as The Musketeers and Peaky Blinders.
BBC First has completed its rollout with branding help from design agency Trollbäck + Company, led by Chief Creative Officer Jakob Trollbäck. The project follows a year-long partnership that includes two more brand identities, BBC Earth and BBC Brit, that the agency will unveil over the next year.
The agency has been involved with the network’s branding since 2013, with a brief that included everything from naming and a manifesto to logo creation, on-air design and station idents.
BBC First made its debut with BBC programming such as Peaky Blinders, The Musketeers and The Politician’s Husband, and the BBC wanted to emphasize the premium nature of its content in an elegant way. The agency answered that with idents like this one:
“The best drama is unpredictable,” said Amanda Hill, chief brands officer for BBC Worldwide, in a statement. “It can be visceral yet seductively complex, and it should take you down a path you didn’t foresee. We’re thrilled that the identity for BBC First captures this spirit and will deliver our promise to audiences worldwide.”
Trollbäck + Company says the on-air look is inspired by “the complex emotions and mesmerizing beauty of BBC’s unforgettable content,” according to Executive Content Director Elizabeth Valleau. Each ident is meant to be “narratively ambiguous,” pointing to BBC First’s sophisticated content in general, allowing each viewer to add their own stories. “The network design is as rich, intriguing and edgy as the programming itself,” said Valleau.
“Every channel is totally unique, with carefully crafted expressions that illuminate the brand and energize the connection between the content and the viewers,” said Trollbäck. “For BBC First, we created an emotionally heightened world where nothing is just black and white, but supercharged with fine nuances and incredible plot twists. We are looking forward to seeing the new brands take the world by storm.”
CREDITS:
Client: BBC Worldwide
Chief Brands Officer, BBC Worldwide: Amanda Hill
Director of Branded Services and Digital, BBC Worldwide: Tom Lucas
Director of Drama Brands, BBC Worldwide: Julia Kenyon
Head of Brand and Global Campaigns, BBC Worldwide: Sara Holt
Director of Brands and Marketing, BBC Worldwide – Australia: Melissa Madden
Head of Creative, BBC Worldwide – Australia: Dan Aldridge
Production Company: Trollbäck + Company
Live Action Shoot - New Orleans
Directors: Jakob Trollbäck & Elizabeth Valleau
Director of Photography: Frem Elmes
Executive Producer: Elyse Roth
Producer: Jennifer Pearlman
Post Producer: Forrest Heidel
Live Action Shoot – East Hampton
Directors: Jakob Trollbäck & Elizabeth Valleau
Director of Photography: Noah David Smith
Executive Producer: Elyse Roth
Line and Post Producer: Niabi Caldwell
Studio Shoot - Christopher Webb Studio
Directors: Jakob Trollbäck, Elizabeth Valleau, Elliott Chaffer & Mitch Monson
Executive Producer: Elyse Roth
Producer: Niabi Caldwell
Director of Photography: Christopher Webb
Design, Animation & VFX Company: Trollbäck + Company
Technical Director: Peter Alfano
Lead Designer: Rachel Digerness
Senior Producers: Niabi Caldwell & Forrest Heidel
Head of Production: Erica Schrager
Production Coordinator: Anna Toyama
Designer/Animators: Peter Alfano, Josh Lynne, Seon Crawford, Animesh Dwivedi, Paris Glickman, Kelli Miller, Elaine Park, Dennis Chung, Ray Lee, John Hayley, Brandon Sugiyama, Tim Lines, Nadia Husain, Eric Epstein, Jorge Peschiera, Erin Kilkenny, Sarah Cohen & Adam Wentworth
Music Composition: Joshua Valleau
Editor: Nate Buchik
Assistant Editors: Caroline Kallback, Tommy Shull, Patrick Burns & Robin Comisar
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