BBC 1xtra

For over 15 years, BBC Radio 1Xtra’s tagline had remained untouched, a testament to the strength of the brand, but also a reflection of a different moment in music and culture. Recognising the changing landscape of the industry, I developed a new brand line that captured 1Xtra’s unique position, a platform that doesn’t simply reflect Black music and culture, but actively shapes and champions it.

Role: Copywriter 

Agency: BBC Creative

Client: 1xtra

Creative Director: Lambros Charalambous