To achieve these ambitions, we developed a consistent identity that allowed each station to express its individuality while maintaining flexibility. Applying the house font Reith to Local Radio, we continued the rollout of Reith across the BBC, complementing the already Reith-aligned regional News and Sport offerings.

Our efforts also focused on updating, optimising and future-proofing the brand for digital platforms, including Sounds/Social and distribution channels, as well as ensuring consistency across physical assets. We aimed to change perceptions and appeal to a broader audience by lowering the age demographic and increase recognition, personality, and presence in a competitive market.

I was leading the team on the rebrand of BBC Local Radio Network. The challenge involved a new logo design system and a cohesive branding package across Broadcast, Digital, Social, and Out-of-home touch points.

At the heart of the rebrand was the recognition that Local BBC Radio holds a special place within local communities. Our aim was to create a brand identity that is approachable, warm, friendly, entertaining, and informative, truly reflecting the unique character of each locality it serves. We strived to establish a powerful and modern brand that exudes energy and drive, solidifying its position in the community amidst an increasingly fragmented media landscape.