Growing beyond Britain without losing what made the brand British.

Acorn TV had built a loyal following around British television, but its content was becoming increasingly global. The challenge was to evolve the brand beyond geography without losing the distinctive sensibility audiences already loved.

I worked on the brand strategy behind the refresh, helping identify the qualities that could connect a growing world of mysteries and dramas: memorable characters, transporting settings, intelligent storytelling, and a distinctly British sense of wit.

That thinking informed a new positioning and verbal identity, including the brand promise, pillars, tone of voice, manifesto, communications strategy, and the idea of Brilliant as a simple expression of both the quality of the content and Acorn’s personality.

The result gave Acorn TV a broader platform for growth while keeping its particular charm and point of view intact.

Brand Strategy / Positioning / Brand Pillars / Messaging / Tone of Voice / Campaign Strategy