BBC Lifestyle rebrand channel ident still showing horizontal split object of a bike wheel and orange segments

BBC Lifestyle

BBC Worldwide

BBC Worldwide wanted to refresh the identity of their popular Lifestyle channel across Europe and South Africa. We wanted to bring a fresh, modern angle to the brand that considered the aspirations of the female-skewed audience who tuned into the channel for inspiration.

By taking into consideration the show content we came up with a selection of objects that could be mixed and matched to create something new, and some visually stunning ID’s.

Throughout creating the on-air packaging we needed to pay close attention to the difference in the cultures between Europe and South Africa as we wanted the channel to have an undertone of female empowerment - therefore we gathered research and made bespoke idents and toolkits for Poland and South Africa. 

BBC Lifestyle still frame from channel Ident

The ‘this-or-that’ concept extends throughout the entire channel OSP, creating endless possibilities of objects that keeps the channel fresh and exciting.

Grid of 4 images showing the on screen packaging for BBC Lifestyle rebrand
BBC LIfestyle rebrand social media post examples displayed in Instagram UI on a phone

We created a suite of toolkits and templates for out-of-home advertising, social and digital application.

Grid of 4 images showing OOH and print examples of BBC Lifestyle branding.
BBC Lifestyle brand guidelines open book shot top down

A premium style guide and brand usage document was created to accompany the rebrand and provide territories with instruction for implementation.

Grid of pages from the BBC Lifestyle brand guidelines