Ankita Haidale   About 

Tech Now

ROLEArt Direction
DesignCREDITS
Gerry Weber, Vice President, Brand & Creative
Robin Gill, Creative Director
Debbie Tobias, Senior Designer
Ankita Haidale, Designer
Creative Agency: Studio Union

Overview & Role

After 25 years on air, the BBC’s flagship technology programme Click was ready for a full rebrand, with its last refresh dating back to 2012. Reintroduced as Tech Now, the series needed to appeal to a new generation of digital-first audiences while maintaining the authority and global perspective that defined the show. Covering everything from AI and robotics to gaming, climate solutions, and health tech, the brief was to create an identity that could make complex technology stories feel current, accessible, and relevant.

Ankita led the branding for Tech Now from the ground up under the guidance of senior creative leadership. She began with a competitor audit of tech media and broadcast brands to identify visual opportunities, then built moodboards and concept decks that helped align the team around a clear creative direction. She developed multiple logo routes, type systems, and visual territories before refining the final identity for use across broadcast, digital, and social platforms.

Brand Development
& Design

The new identity was built around the tension between technology’s past, present, and future. Visual references ranged from early web graphics and software interfaces to ASCII art, oscilloscopes, binary code, and digital distortion. Pixelation, texture, and motion treatments were used to create a layered graphic world that felt rooted in tech culture without relying on cliché futurism.

Working with Studio Union, Ankita helped shape the motion direction for a full broadcast package including title sequence, bumpers, stings, credit sequences, and on-air graphics. Custom animation techniques and coded motion behaviours were developed to bring originality and movement to the system, while bespoke sonic branding added warmth, energy, and recognition across touchpoints.

The identity was designed to flex from television to TikTok, maintaining consistency across formats while allowing room for editorial expression. Since launch, Tech Now has seen increased engagement, particularly among 18–34 audiences, and helped reposition BBC technology coverage for a new media landscape. All motion assets were also tested to meet photosensitive epilepsy accessibility standards.