As the world's largest news broadcaster with a portfolio of 22 brands, the BBC needed to unify the BBC News' output to enhance its presence locally, regionally and globally. Lambie-Nairn developed a brand identity to align all BBC journalism, with a brief to make the brand stand out while still respecting the character of the BBC. The brand equities, such as the colour red, the globe and the audio 'pips', had to be retained, but distinctive visual expressions and elements of modernity created a sense of personality across the spectrum of outputs.