Serving those who serve
  • Brand
  • Communications implementation
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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 review, audits and research
  • Brand positioning, narrative and messaging
  • Tone of voice
  • Brand architecture
  • Naming
  • Visual identity
  • Engagement
  • Brand guidelines
  • Creative and strategic support through to launch
Communications implementation
  • TV motion graphics

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
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