BBC One Rhythm & Movement - Wheelchair dancers ident (2002)

Concept and creative process

'Rhythm & Movement' was the theme for all BBC One idents from 2002 to 2006, designed and produced by the Lambie-Nairn branding agency. It was explored through a great variety of activities from t’ai chi to tap dance, from skateboarding to salsa. The idents were filmed in many locations throughout the UK. The idea was a celebration of people from all walks of life, coming together in a joint activity. 'Wheelchair Dancers' features ‘Ade’ Adepitan, the British Paralympic basketball player and the choreography reflects wheelchair basketball moves. The brand colour red features strongly as an additional endorsement of the BBC One brand.