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Creative Direction · Art Direction · Brand Identity

Redefining a British classic

Creating a brand expression that inspires contemporary American audiences to explore BBC America programming by drawing upon the BBC’s roster of unique and singular voices.

BBC America brand identity — the mark dissolving into vivid ink across portraits of its on-screen talent
My role
Creative / art direction and brand identity, from the core concept through campaign activations and the app experience.
The challenge
Give BBC America a brand expression that would engage an American audience, then seed interactions that inspire exploration and viewership.
The idea
"Reveal Extraordinary;" the everyday can be transcendent, and discovery waits around every corner.
The expression
A mark that transitions between states to suggest the unseen, carried across various activations tied to real-world rewards.
The BBC America mark in two states — one locked up with the tagline Reveal Extraordinary, the other stacked

"Reveal Extraordinary"

As children, discovery is always just around the corner. At the BBC America, the extraordinary is all around us; just waiting to be discovered, and our job is to reveal it — even in the most unexpected places.

Decision · a mark that "reveals" itself

Rather than a fixed logo, the BBC America mark embodies revealing — transitioning from one state to another; always coming into being. Its motion and variability communicate the mystery of the unseen, and in activation it sits over shifting colors and forms instead of one locked treatment.

The BBC America mark shown over shifting ink colorways and forms, plus circular crops of the brand's color palette

Bringing the idea into the world

A wide range of placements reiterate the theme of discovery wherever people live their everyday lives. Subway and airport ads carry the key brand elements while driving toward the app, bookstores carry limited edition merchandise relevant to show content, and subway placements trigger exclusive VR app content.

BBC America Sherlock key art and subway placements driving to the app Horizontal show banners for Downton Abbey, Luther, and Sherlock using the shifting-ink brand system In-store activation — a bookstore display of limited-edition, show-themed BBC America books The branded cardboard VR viewer and packaging for exclusive app content Airport and transit out-of-home placements, including in-flight-tuned content The BBC America app — home screen and show-based VR experiences on mobile
Decision · the app as the payoff

The app holds mini-games and VR experiences for BBCA's most popular shows, including a virtual walk through Sherlock's mind palace. These activations routinely lead users to real-world rewards.

The BBC America VR app on tablet and phone — the Sherlock Oculus experience and a sequence of in-app mystery screens leading to a real-world reward
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Arts Publica Austin

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