Tasked to launch BBC NL and NL+ as the Dutch destination for the best of British content, while making the brand feel locally relevant and warm. Built on the iconic BBC block, the identity combined Dutch design simplicity with a surprising British twist. A flexible multiplatform system, guided by 4 pillars Calm, Effortless, Quirky and Surprising, used bold minimalism, 3D moments, a distinctive colour palette and pneumonic sound give the brand personality. The results, 44% viewership growth and ranked number 1 international channel.