Ankita Haidale   About 

Time Frame

ROLE Art Direction
DesignCREDITS
Gerry Weber, Vice President, Brand & Creative
Robin Gill, Creative Director
Ankita Haidale, Designer
Assaf Clements, Motion Designer

Overview & Role

Time Frame is a digital series that explores historical stories through photographs frozen in time. Told through short films, each episode examines how images shape memory, identity, culture, and the way we understand the past. The brief was to create a new identity for the series that reflected the emotional depth of the content, celebrated the craft of photography, and introduced the format to younger digital audiences.

Ankita led the branding for the series from the ground up, developing the identity, art direction, and motion framework for launch. She was responsible for defining how the series would look and feel across titles, social, and in-episode graphics, creating a system that could carry a wide range of stories while remaining recognizable and cohesive.

Brand Development
& Design

The creative approach drew from the language of analogue photography and film development. Early research explored archival imagery, darkroom processes, editorial photography, and the physical textures associated with prints and negatives. A palette anchored by deep reds referenced the glow of the darkroom, while subtle grain, blur, and distressed textures gave digital assets a tactile quality.

Typography and logo explorations were developed to feel timeless but current, balancing heritage with a contemporary digital sensibility. Ankita also art directed the title sequence in partnership with an animator, creating an opening that set the tone for each episode and establishing motion templates for lower thirds and in-video graphics.

The final identity positioned Time Frame as more than a history series. It became a visually considered editorial product rooted in memory, culture, and the passage of time, with a look that stood apart within the BBC documentary landscape.