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.