BBC picks Deepend for Choice website

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.