BBC Janala

The ident top and tails all other content and parts of the service, allowing the target audience to understand that programes like BBC Buzz and Bishaash are delivered as part of the BBC Janala offering. The ident is also used to brand video content released online and on CDs.

BBC Janala teams visited remote Bangladeshi regions to demonstrate the service, using laptops with wireless internet connections and mobile handsets.

There were a range of large press conferences to announce the new service. Illustrations were developed which have a humorous and irreverent tone, can Tuk Tuks fly? Can men ride tigers? The illustrations were accompanied with the strap line 'You can do it if you want to' and were used on tactical marketing communications.

Using the brand guidelines, advertising agency GREY produced a range of outputs to promote the brand and the component parts of the service throughout Bangladesh. These included advertising, learning resources, display stands, van livery and signage.

Each page of the website is 45k to download so the content is accessible to people using slow internet connections – more than 50% of internet users are struggling with speeds of 14k or less in rural locations. Users can access learning content for free, create profiles, upload images and interact with other learners both in Bangladesh and around the world. Audio and video content is syndicated on sites such as Facebook to YouTube.

The 54 page brand guidelines detail everything from the service aims, aspirations and position, through to rationales for illustration styling, typography choices and colours. Target audience infomation, the brand landscape, overarching layout methodologies and BBC Janagla brand values are explained. The guidelines media pack contain logo variations, colour coded icons for different lesson and learning strands, a suit of other icons, illustration assets and a range of design examples.

The brand development process put the users centre stage through focus groups and more than 100 hours of one-to-one user testing. A planned iterative process allowed users to steer the direction of the design so that it connected and appealed to them. Quotes from the final phases of user testing included 'The light behind the window represents curiosity – it makes me want to explore', 'It’s a window where people can see the world outside and get into something new' and 'The image of the sunlight – it’s something which will lighten my life'.

The workshop utilised different activities to engage key BBC staff working across the service. The activities helped shine light into their early perceptions of where they thought the brand should be positioned. It also enabled them to start understanding the core principles of the processes involved to deliver the brand.

Microsite design for BBC Buzz, a youth entertainment show where young bilingual hosts present features celebrating the best of life in Bangladesh in both Bangla and English.