BBC One Daytime - ident 3 (2001)

Concept and creative process

The brief was to create an on-screen identity for BBC One Daytime, creating idents that were both ‘aspirational and achievable’. We decided to create everyday ‘at home’ scenes within a clean white BBC One world, heavily branded with the BBC One colours of red and yellow. We built a series of different ‘at home’ scenarios and used a dynamic transition to go between the scenes. It was like a snapshot of life at home. Because of the mix and match element, we could use different combinations to create numerous idents. We shot the idents over two days in a film studio on 35mm film. The idents and menu packaging were graded in telecine, edited and post-produced in Soho. We worked with a sound designer/composer to create bespoke music and audio.