BBC Entertainment – Serious about Entertainment
Heavenly was appointed by BBC Worldwide to review BBC Entertainment’s brand positioning, as well as its on- and off-screen presentation, to ensure that it reflected its eclectic programming mix, global appeal and brand proposition.
Heavenly drew on BBC Entertainment’s existing brand proposition to develop a channel positioning based around the channel’s diverse and high-quality programming mix and its global reach.
The channel proposition – Serious about Entertainment – reflects BBC Entertainment’s differentiating belief in the value of TV entertainment and the brand's uncompromising dedication to presenting content of the highest quality, for the broadest range of tastes and with the viewers' needs always paramount.
BBC Entertainment’s core product values – eclectic, original and well-made – were complemented by the shaping of its personality as welcoming, refreshing and worldly.
As well as honing in on the channel’s key messaging, the new positioning takes into account BBC Entertainment’s global audience and acknowledges regional variations in scheduling and diverse local characteristics.
Heavenly focused on the channel’s overarching themes to develop a visual identity based around an activity that provides entertainment the world over and has many distinct, diverse regionalised guises – dance. Heavenly created five idents around the concept, bringing the brand to life through a combination of beautiful and sophisticated visuals, an expressive human element and cutting-edge digital animation techniques.
To produce the eye-catching idents, Heavenly filmed real dancers across a number of disciplines – from street dance and capoeira to gymnastics and modern ballet – using motion capture technology to capture their movements. Heavenly then directly applied the data to animate the abstract crystal shards, creating a genuinely distinctive and eye-catching hybrid of human expression and high-quality CGI.
The five idents were created with their own distinctive mood, music and movement. The set encompasses a range of tempos and is designed to reflect BBC Entertainment’s diverse programming portfolio and highlight how the individual elements complement each other within the unified whole.
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