The BBC, locally handpicked

For over a decade, BBC First brought the best of British television to Dutch screens. Yet to its audience it remained a high-brow export, admired from a distance but never truly embraced. BBC Studios approached us with the challenge of closing that gap, transforming BBC First into BBC NL, a premium destination built for the Dutch viewer. Under the positioning Effortlessly Different, the BBC steps out of its role as distant broadcaster and becomes a local curator.  Guided by the concept Surprisingly Simple. The iconic BBC square was reimagined as a modular system that reflects the pragmatic Dutch spirit, with one foundation and four expressions (Calm, Effortless, Quirky and Surprising) spanning everything from prestige drama to sharp British wit. In motion, the square comes alive through calm grid reveals, layered transitions and playful cube transformations, giving the system a rhythm of its own. The voice strikes the same balance, pairing British charm with Dutch directness. It all runs from TV idents and social to tram wraps, and scales into the new BBC NL+ streaming platform. From distant to local. From demanding to effortless. British at heart. Dutch by choice.