BBC Three: Designing irreverence - inspiring a new generation
Unapologetically unique personalities are BBC Three’s stock in trade. Introducing Captain, Spider and Pointer stars of the new identity created to relaunch BBC Three on UK TV screens.
BBC Three was launched in 2003, with the aim to appeal to younger audiences by creating irreverent and innovative programmes targeted at 16 to 30-year-olds. Making the most of technology and new talent, the channel catered for all tastes covering multiple genres such as animation, comedy, current affairs, and drama.
However, in 2016, BBC made the decision to make the channel an online streaming service to match the changing viewing demands of audiences. After all, delivering a “traditional” television service wasn’t the only viable way anymore.
Fast forward to 2022, after six years away, the iconic service was set to return to UK TV screens. And with the BBC wanting to relaunch the channel, we teamed up with them to create a new identity.
The channel was returning to give young people a place that’s exclusively their own. So, we wanted to create an identity which spoke to this as well as bringing out the irreverent and unique nature of BBC Three. Introducing Captain, Spider and Pointer, the characters forming the channel’s new identity. The three bold and unconventional hands make the channel feel like a unique and welcoming place to hang out and laugh with like-minded people, free from judgement. The trio walk, dance, point and irreverently observe what’s going on in popular culture and young people’s lives.
Working with BBC Three’s controller, the marketing team, and BBC Creative we ensured the trio entertainingly embraced the channel’s ethos and brand positioning. That youth
is a badge of honour to be embraced and never derided.
To develop the three characters and their humour we enlisted the help of Rob Strange, BlinkInk and Ghost VFX. Rob brought depth and characterisation to establish the three distinct personalities – each with their own movement and mannerisms. Two forms of idents were developed; quick two-second openers and closers which bookend the channels promos, seeing quick playful stories unfolding. And longer form continuity idents giving time for the audience to enjoy the individual characters, as we see them explore, try stuff out, misbehave and have a good time in their own green world.
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