The world of CBBC

As part of CBBC’s rebrand, the channel needed a new visual world that felt bold, unpredictable, and alive with mischief.

Visual Identity + Motion

→Visual Development
→Direction
→Design
→Animation

Working with BBC Creative, Ink & Giants developed a suite of idents introducing theFlooms: the channel’s new abstract on-air heroes. Across a series of playful, high-energy moments, they gaveCBBC a distinctive visual world with personality, surprise and plenty of room to misbehave.

Watch the Idents

Character Without Characters

Flooms weren’t characters in the usual sense. No faces, no limbs, just raw personality. They needed to feel playful and full of energy, but without slipping into clichés.

So we let them live through behaviours: one bouncing like a pogo stick, another rippling like an air sock, others vibrating like instruments. Not mascots, but motion and material, alive with character.

Behaviour at the Core

We began with a “behaviour-first” approach, playfully exploring how Flooms could be magnetic and mischievous like their audience without descending into chaos.

Tapping into the boundless imagination of kids, we asked: what would a seven-year-old do with a noodle-like creature? That thinking shaped the Flooms’ behaviours and gave each ident its spark.

Personality as bold as the kids who’d watch them.

From there, we built their universe that’s abstract yet grounded, strange yet familiar.

Each ident was filled with humour, energy, and character that felt unmistakably CBBC. They didn’t just fill space between shows, they created micro-worlds bursting with imagination.