BBC One Daytime - Menu (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. We used abstract elements from the idents to create the menu backgrounds, as in this example. 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.