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About BBC
The BBC appointed us as its branding agency for the launch of its new online gaming platform and division.
A quarter of the BBC’s revenue is generated by its commercial subsidiary BBC Studios. The BBC was looking to further license its intellectual property and create richer online and mobile games and gaming entertainment content through a new team and brand.
Following a competitive pitch, we were selected as the BBCs branding agency to create the name, brand identity, launch and brand activation.
Disciplines
Brand Identity
Web design + development
Film + Motion
The process
Our CoCreation process was central to the BBC’s decision to appoint Bert as its branding agency. We worked together with the in-house team through our three-stage Clarify, Create and Connect brand creation programme.
Our Clarify sprints at the BBC’s Media City headquarters we uncovered the strengths of the BBCs brand when addressing a gaming audience. We also highlighted a series of perceived weaknesses, which - if remaining unchecked - could prevent the brand from gaining traction.
Through a series of immersive Create stage sprints we CoCreated a name and new brand identity. And we activated the brand through an omni-channel launch programme using our Connect sprint programme.
Outcome
The brand launched to the gaming community with a bang. Gaining immediate traction and generating partnerships for some exciting new titles.
Karl Hughes, BBC Open Games Programme Lead, said “Since relocating to Media City, Bert ranks amongst the very best partners we’ve worked with.”
The work was delivered on budget and ahead of schedule, in under 12-weeks from first contact to completion.
Naming
Our naming team worked with the BBC’s in-house gaming team to create ‘Open Games’. We created a narrative that simplified the premise, explaining that Open Games connects the world’s leading games developers with some of the best loved media brands on the planet.
Visual Identity
CoCreating from Media City, the narrative was brought to life in rich digital form. The animated logo, embodying the Open Games portal, creates a unique way for multiple brands to share the limelight on communications. The ‘O’ dynamically wraps around the content within, resulting in a new brand capable of pairing with globally recognised media brands including Match of the Day, Top Gear and The Octonauts.
Digital Experience
We designed an immersive online portal and experience for digital creators. The new name and narrative identity played a significant role in shaping the web and mobile experience. The site is a central portal, connecting the world’s leading developers and creators with some of the world’s most-loved entertainment titles.
Launch Materials
We created extensive guidelines for the BBC to support the internal studio and content creation teams in creation on-brand Open Games activation materials and content. We art directed the creation of a wealth of core materials, including digital adverts, social content, internal launch materials and the use of the animated interactive Open Games logo itself.
