Stream The Best of British Telly.

Building on BritBox’s existing equity and profitable position in the market, our goal from the brief was to evolve, rather than reinvent, the brand for today’s viewer. We audited years of organic growth and informal brand use, then codified a coherent system spanning visual identity, motion, tone of voice, and sonic branding, anchored in the idea of a British speciality streamer bringing a curated eye and fresh perspective to an increasingly crowded streaming landscape.

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The new brand is anchored by a distinctive sonic mnemonic that extends the idea of a fresh perspective into sound. Working with composer Joel Pickard, Sibling Rivalry defined a short, memorable sequence that feels warm and confidently British without pastiche.

At first we were told not to change the BritBox logo. But, as we dug into our initial design explorations we quickly realized the red-and-blue duotone logo was limiting us from taking the brand forward. We worked with the team at BritBox to move them towards a simplified, single-color mark, and an expanded toolkit of fonts and color palette. The result is a brand that feels modern, curated, and cohesive, yet remains subtly evolved to existing fans.

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Expressing that “British” isn’t a narrow genre but an expansive, exciting state of mind, the refreshed identity builds on BritBox's reputation as a well-loved brand, and inspires audiences to explore new perspectives. By integrating human curation in a category dominated by algorithms, the brand revitalizes the joy of streaming and celebrates the very best of British television.

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The brand has a new set of visual layouts, called “macro moments,” which reflect the way that British storytelling uniquely marries character and place. The layouts feature the box icon as a portal into British characters, married with a macro texture that anchors the story in its setting.

“This refreshed identity strengthens the clarity and confidence of the BritBox brand. Sibling Rivalry understood our brief to evolve the brand and bring it to life through a flexible, modular system that expands our creative toolkit and elevates premium perception. What stands out most are the ways the new identity captures our perspective and highlights the wit, charm, and nuance that define British storytelling. It sharpens our voice and creates much-needed cohesion for our audiences across the consumer journey.”

- Abby Elkin, VP, Brand and Creative, BritBox.

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COO + PRINCIPAL : Joe Wright
CREATIVE DIRECTION : Alexis Ames 
STRATEGY & COPYWRITING : Bo Bishop & Nathan Lackie
PRODUCER : Daniel Graf
DESIGN DIRECTOR : George Prah
DESIGNERS : Emily Davis, Cristhian Sabogal, Pamela Olecki
ANIMATION : Luke Baker, Hoon Han, Kasella Acain, Cyprian Saladon
COMPOSER & SOUND : Joel Pickard

Created at Sibling Rivalary Studio

BRITBOX TEAM

Diana Pessin Chief Marketing Officer
Abby Elkin VP, Brand and Creative
John Durgee CD, Video
Harrison Seidel Marketing Coordinator
Jo Beck Brand Strategist
Beth Newman Art Director
Colton Fordyce Sr. Video Editor & Motion Designer