Developing the brand identity for BBC Arts for Alan Yentob, who sadly passed away in 2025, was a career highlight for me. The project was initiated to celebrate excellence in art and culture within the BBC. The wordmark was conceived as a dynamic visual container, where the typography becomes a frame that holds, reveals and interacts with imagery and narrative. A distinctive diagonal cut runs through the shape, symbolising a shift in perspective. It invites the audience to look again, to dive deeper and to embrace curiosity and cultural exploration. To bring this idea to life, a simple animated mnemonic was introduced. The motion reinforces the brand’s ethos: a clean and deliberate gesture that encourages discovery and engagement.