My role extended beyond design execution. I was responsible for turning a high-level creative direction into a compelling brand story that could be understood by stakeholders, adopted by marketing teams, and expressed consistently across every audience touchpoint.

Working as Senior Designer and periodically Design Lead, I defined the narrative, visual language, and motion principles that gave the brand meaning. What began as a simple graphic device, evolved into a flexible system, capable of supporting everything from On-Air and Social toolkits, to DOOH campaigns, gifting partnerships, events, and streaming launches.The resulting identity helped drive a 39% increase in brand recognition and contributed to BBC NL becoming the Netherlands' leading international television channel.

The challenge

The brand needed to feel distinctly British while resonating with Dutch audiences. The brief called for a tone that was friendly, effortless, quirky, and surprising, while also creating a scalable identity that could work across broadcast, digital, social, outdoor, and partnership activations.

My role

My involvement began before the final creative route was selected. During the early stages of the rebrand, I developed and presented multiple strategic and creative concepts to BBC Creative leadership, including Creative Directors, the Head of Creative, Design Leads, and Marketing stakeholders. These explorations helped shape the wider conversation around how BBC content could be reintroduced to Dutch audiences.

After an external Dutch agency was appointed, I became responsible for turning the chosen direction into a coherent and deliverable brand system. Working as Senior Designer and, at times, Design Lead, I refined and expanded the core concept, resolved inconsistencies, and developed the visual and motion language that ultimately brought the brand to life across every touchpoint.

Design approach

A simple device with a flexible purpose: Inspired by the simplicity and precision of Dutch design, the identity centred around a square device. My role was to define its purpose and create a system that gave each brand pillar a distinct role within it.

The square as a portal: For the launch campaign, “The Best of Your British Neighbours”, I developed a motion language that treated the square as a portal into British storytelling. Programme footage was arranged into playful grids of windows, creating looping compositions that felt effortless, surprising, and distinctly British.

When BBC NL+ launched, I adapted the visual language to promote the new streaming platform. The “+” symbol became a graphic device that expanded and enhanced the content universe, supported by motion built around converging layers and reveal animations.

Implementation

A key part of my role was ensuring the identity could scale consistently across a wide range of formats and teams. I developed flexible toolkits and templates for:

• On-air promotions
• Broadcast graphics and motion packages
• Social content
• Platform-specific creative assets
• DOOH templates
• Digital out-of-home campaign formats
• Partnership and experiential assets
• Including co-branded gift packaging

One partnership activation included a co-branded Dutch stroopwafel gift tin featuring custom Delft-style illustrations that combined iconic British and Dutch cultural references.

Collaboration and leadership

Throughout the project, I regularly presented work to BBC Creative, Dutch marketing teams, affiliate partners, and international stakeholders. My role was not only to design assets, but also to help align strategy, creative direction, and practical implementation across multiple markets and disciplines.

Impact

The campaign delivered a 39% increase in brand recognition and helped establish BBC NL as the leading international television channel in the Dutch market.

Since the rebrand, BBC NL has achieved its highest audience share to date and remains the most popular international television channel in the Netherlands.

The visual system continues to support the brand across broadcast, digital, social, partnerships, and the BBC NL+ streaming platform.

Source: BBC Studios Benelux, July 2025.

Results

• +39% Brand Recognition
• Increase in brand recognition following the campaign launch.
• International award recognition
• Multiple awards across New York Festivals, GEMA Europe Awards, and Dutch Interactive Awards.