In 2012, more than ever before, the BBC needed a dynamic brand to reaffirm its commitment to inform, educate and entertain the nation - against stiff and increasing competition, and with the eyes of the world on the UK.

Our response was a series of strategic and creative shifts to help the masterbrand become more accessible, distinctive and confident. We opened up the iconic blocks, and projected amazing content onto them, so audiences can now link significant events and initiatives back to the Masterbrand, strengthening their emotional connection. A signature behavior has been developed and now all BBC masterbrand moments drive equity back to the brand.

During the Games, over 60 million people in the UK watched this identity come alive at least 10 times on their TV, tablet and smartphone. The very fabric of the corporation became more welcoming and inclusive, all this at one of the toughest moments in its history. The BBC gained the tools to project the excellence of its content onto the masterbrand. With our help, the corporation secured a lasting Olympic legacy.