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We were appointed by BBC Worldwide to develop the brand positioning and on and off-air visual identity for BBC Entertainment - the BBC's flagship global entertainment brand. Our challenge was to present the channel's eclectic programming mix with focus and impact for a diverse global audience. To do this, we went to the heart of the BBC's purpose and built the channel positioning around its serious commitment to the entertainment genre and the passion and world-class talents of its people. A full on and off-air identity kit followed with five idents that capture the channel's range and celebrate the act of performance using express dance, motion capture and digital animation.