BBC Studios
Building a global brand system for Dancing with the Stars.
CLIENT
BBC Studios
Department
Merchandise
Studio
BBC Studios asked Paradise to help evolve one of the world’s biggest entertainment formats into a more unified global brand. Working across strategy, identity and creative systems, we developed a scalable brand platform that could bring every territory closer together, strengthen commercial opportunities and create a consistent experience across every touchpoint.
How do you unify a global show with different names, icons, colours and identities?
By finding the one thing that makes Dancing with the Stars unmistakably itself, everywhere.
One new global icon.
Dozens of markets.
One opportunity.
Dancing with the Stars is recognised around the world, but every territory had naturally evolved in its own way. The challenge wasn’t to redesign the brand, it was to create a framework that united global consistency with local flexibility. The result needed to work across broadcast, licensing, partnerships, merchandise, digital, live experiences and future commercial growth.
A complete global
brand toolkit.
Global brand strategy, positioning, audience insight, brand narrative, messaging framework, creative platform, visual identity system, hero icon, colour architecture, market-specific palettes, brand assets, partnership framework, merchandise strategy, commercial thinking and comprehensive global brand guidelines.
Designing a cohesive
fashion led icon that
worked no matter where
it showed up.
The project was about far more than visual identity. Every recommendation was designed to strengthen emotional connection while making the brand easier to activate commercially. By creating one shared creative language, BBC Studios gained a stronger platform for partnerships, licensing, merchandise, marketing and future audience experiences—all while giving local markets the flexibility to make the brand their own.
Animated assets driving
sale on social and
in digital environments.
Animating the brand assets as intro stings for social and digital environments means adapting the key branding into silver and gold elements to help them stand alone.
And a tone of voice
and text mechanic that
allowed individual
markets to express themselves
Dual font application for universal application on apparel, packaging and social.
"A stunning realignment
of our brand and show,
globally recognisable"
BBC Studios
