Mother Design has completed its first project since joining the BBC’s roster, the branding and campaign for a new BBC Three show.
Sorry Not Sorry For Being Me aims to explore the personal identities and “uniqueness” of young people, and enable young viewers to feel comfortable in themselves.
The campaign includes print advertising, social media and BBC broadcast and online advertising. It features an all-caps, sans-serif logotype, with the word “Sorry” crossed out, alongside photography of people, and a pastel colour palette.
Viewers can also create their own Sorry Not Sorry poster on the BBC Three website, adding their own “eclectic identities” to the campaign and “encouraging others to follow”, says Dan Broadwood, strategy director at Mother Design, to “give individuals a platform for self-expression”.
The campaign begins rolling out now.