BBC Local Radio Network

BBC Local Radio occupies a unique position in British broadcasting - dozens of individual stations, each with its own character and community, all needing to feel distinctly local while remaining unmistakably BBC. The design challenge was to build a system flexible enough to serve all of them.

As Design Director, I led the rebrand across broadcast, digital, social, and out of home - developing a new logo design system and a full branding package that could flex across every station without fragmenting into inconsistency. A key part of the work was applying the BBC’s Reith typeface to Local Radio for the first time, completing its rollout across the full BBC family alongside News and Sport.

The goal was a brand with enough personality to feel local and enough rigour to feel like the BBC - and to future proof it for the digital platforms where local audio is increasingly being discovered.