Context

Working with the BBC Studios Creative team, we were tasked with defining a distinct identity for BBC Podcasts—something that stood apart from the broader BBC brand, but still carried its editorial weight and credibility.

Challenge

With an ever-expanding catalogue spanning genres, tones, and formats, the identity needed to be flexible enough to adapt—while still feeling unified and recognisably BBC.

Solution

We built an adaptive design system centred around the visual language of sound. Using audio waveforms as a core element, the identity flexes to match the mood and character of each podcast—making the platform feel dynamic, responsive, and always connected to the stories it tells.