BBC People
A brand to talk directly to the invaluable BBC employees.
Following a competitive pitch, Fit Creative was commissioned to help the BBC refresh its employment offer with a distinctive communications toolkit – used to advertise job opportunities and create a consistent, ownable look across internal communications. We delivered full brand guidelines and a comprehensive kit, including an extensive image library built from photoshoots across the BBC's geographic and operational reach.
- Sectors and services
- Culture
- Brand presence
BBC comms brand
The foundations of the brand toolkit were the three principles (kudos, opportunities, and public service) which encompass the BBC community. The toolkit needed to speak directly to the large workforce while fitting within the overall BBC brand.
The representation of the employee principles was put into a triple grid graphic – the NineGrid – derived straight from the BBC logo. The graphic can be manipulated in a number of ways and is incorporated into layouts and imagery.
Image library
Core to the toolkit was establishing a large image library to represent the breadth of diversity of people, roles and locations across the BBC. Photoshoots were conducted at various offices across England, Scotland, Ireland, and Wales, capturing staff at work and informally, from accountants to producers, from radio presenters to gardeners. All the photography incorporated the three colours aligned to the three principles. Over 20,000 images were created.
Communications tools
Essential communications elements, such as job advertising and PowerPoint templates, were set in layout and style and distributed as working tools to ensure consistency of brand rollout.
Working with the BBC
Over a number of years, the founders of Fit have worked with different teams at the BBC helping establish some key entertainment brands aimed at a wide variety of audience age groups and cultures. This experience means that we have a great insight into the BBC brand and how to uphold it even when creating an irreverent channel such as BBC Three when originally launched. Understanding the wide ranging needs of a global brand means we are well served to work with clients of different scales across the culture sector.
