Red Bee Media Rebrands BBC Three Channel To Unveil New Identity And Multiplatform Presence

Red Bee Media has created a new brand identity for BBC Three, positioning the channel as a multiplatform entertainment hub for the young.
Charlie Mawer, Executive Creative Director at Red Bee Media said: “This is a rebrand which has multi-platform at its heart, not as an add on. The challenge we felt for the rebrand of BBC Three, was to make it feel a more populated and alive place.
"To reflect that it is a world buzzing with new talent and offering genuine viewer interaction beyond the programmes. Youth brands today live or die by their openness to the creativity of their users or viewers," he said.
The new look BBC Three introduces a unique and vibrant world of places and characters alongside a new logo, colour palette and graphic system. The brand has been created to give a seamless experience across TV, internet and mobile platforms.
Red Bee Media has worked with the BBC to strategically set out the new positioning of the channel, its brand personality and tone of voice. As part of this, it has created a range of innovations for the channel’s junctions from user generated content as presenter links, to opinion slots called ‘Three Views’.
Reemah Sakaan, Head of Marketing, BBC Three, Comedy and Entertainment at the BBC echoes this innovative approach for the BBC: “BBC Three is a digital pioneer and we are very excited to have created a brand identity that both captures this maverick spirit as well as trailblazes content branding for a multi-media youth brand”.
Whilst remaining in tune with the existing BBC portfolio of brands, the relaunch allows the channel to adapt to the evolving media landscape and also creates an identity which ties together its on-air and off-air platforms.
Carolina Melis, who directed the work at Nexus Productions said: “Overall I wanted the films to contain an energy and excitement but also to offer something quite delicate, even beautiful, an exotic, unusual world where the surreally comic could mix with the dramatic, somewhere where anything could happen, somewhere with a tangible sense of possibility and potential.”
The launch strategy involved creating a teaser campaign for the channel in advance of the rebrand and also a ‘be on TV’ space on the BBC.co.uk/bbcthree website.
Red Bee Media were appointed to work on the project in June 2007.
Other agencies involved in the relaunch include MPG and Agency Republic. Nexus Productions produced and animated all six idents, six stings, and three promo openers, as well as supplying additional web design.
(SP)