Deepend has redesigned the BBC Choice website, which went live on Friday, to better reflect the digital channel’s output.
The consultancy won the project following a four-way unpaid creative pitch against Preloaded, Curb and Flammable Jam.
The digital channel, which is still awaiting Department for Culture, Media and Sport approval to rebrand as BBC 3, features a mix of news and entertainment, with shows such as Liquid News and That Gay Show.
The revamp of the site, at www.bbc.co.uk/choice, has been designed to reflect the content of the channel more closely and to introduce exclusive elements, such as interactive arm-wrestling and other games, a BBC Choice spokeswoman says.
The previous site did not have a strong enough brand, according to a Deepend spokeswoman.
The redesign introduces a clearer, more relevant identity to the site, which is now flexible enough to accommodate new content on a regular basis, says the spokeswoman.