Serving those who serve
  • Brand services
  • Digital, social & activation
copy to clipboard


BFBS is a pioneering military charity with a mission to entertain, inform, connect and champion the UK armed forces, their families and veterans. Despite its strong 75-year heritage, the brand had become diluted because it was being represented by three different overarching brands and a plethora of sub-brands.


The first task was to resolve the brand architecture. Focus groups and interviews with all key stakeholders led to the conclusion that BFBS should be used as the overarching brand for all activity, with the Forces name being retained for the public-facing broadcast channels.

The brand for both is based on the idea of BFBS being an ally for the UK armed forces. The consistent ‘ally line’ graphic device serves as a visual representation of how BFBS is always by their side. And new messaging and visual identities, including TV motion graphics,  help BFBS communicate with greater clarity and authority to all of their audiences.

BFBS branded pull up banner examples


Brand services
  • Brand development
  • Brand management
  • Brand implementation & launch
Marketing services
  • Marketing support
Digital, social & activation
  • Film & animation

Client feedback

The new BFBS brand has played a significant role in clearly positioning us for the future. It has enabled us to communicate more effectively and coherently with all our diverse audiences.

Helen Rognaldsen

Director, marketing and communications
IET: Inspiring a better engineered world

We created a position that reflected the weight, distinctiveness and relevance of the organisation.
Wellington Management: Fresh thinking for a global brand

We created a distinct campaign to stand out in a competitive and crowded marketplace.

Contact us

Whether you want us to be frank, bright, able or all three, get in touch.

Find out what’s new

Sign up and be first to hear about our events and publications.

Arrow Top Top