Creating a Unified Email Design System with the BBC

Creating a Unified Email Design System with the BBC

Overview

See how the BBC collaborated with us at ActionRocket to reduce their 10+ Email Design Systems down to just one. Helping the team to unify their brand identity and improve their workflow experience.

In early 2020, the BBC were entering the final design phase of their bold new rebrand. Decades of organic growth had led to many different visual design systems being used. Brands such as BBC One, Radio 2 and BBC iPlayer all had their own look-and-feel across TV, Radio & web. This resulted in many iconic designs, but was a disconnected experience that looked and functioned differently from one brand to another.

An opportunity for streamlining


Previous BBC brand emails each had their own design, providing a fragmented experience for readers and complex workflows for the BBC email team.Each core brand had its own Email Design System (EDS), with their own unique appearance. The same was true for automated, onboarding and service messaging. In addition to this, each EDS had unique content modules. This was great from a branding perspective, but had the side effect of making modules unable to interoperate with other BBC brand emails.

“Each email design at that time reflected its branding perfectly, but also meant we were unable to ‘mix and match’ module layouts with other BBC brands. If we wanted to use a BBC Sport module in a BBC iPlayer email, we would need to re-create it, resulting in a more costly and less streamlined email build approach.”— Ben Hammond, Head of CRM

Re-creating modules for each brand and maintaining the codebase for so many different designs led to increasingly complex workflows. Fortunately, the upcoming rebrand opened up an exciting opportunity to create a singular Unified Email Design System.

Creating a unified email experience

A key goal of the rebrand was to “join the dots” between different areas of the BBC, so they felt like part of one cohesive experience. Logos, websites and apps were all updated to share the same design language.

Now that each brand shared this modernised and coherent appearance, we were able to reflect this in a singular Email Design System that unified them all.

TV, Radio, Sport, Education, Weather… The BBC does a huge amount, and here you can get a glimpse of how their branding ties it all together visually in the best way.


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Let’s

create

together

Got a project or want to know more about what we do? Drop us a message here, and we'll get back to you.

© 2011-2024 Action Rocket Ltd. All rights reserved.

© 2011-2024 Action Rocket Ltd. All rights reserved.

© 2011-2024 Action Rocket Ltd. All rights reserved.