3E Innovative

Steffan Cummins, former Creative Director at Wolff Olins, led the BBC’s 2021–22 brand refresh alongside BBC Creative and the BBC Brand Team, adapting the organization’s identity for a digital-first world. Last updated in the late ’90s, the static three-block logo had become a legacy watermark, struggling to keep pace with shifting audiences and a fractured visual system. As digital consumption grew, the brand needed coherence, not a complete overhaul. Cummins focused on restraint, refining the logo with subtle geometric tweaks, increased spacing, and the reintroduction of color, interaction, and motion. These weren’t mere aesthetic flourishes but functional improvements, ensuring the logo performs reliably at any scale across every screen.

This evolution extended to a unified set of digital-native icons, including the BBC iPlayer logo, designed as practical identifiers rooted in the three-block DNA. Cummins explained, “The need wasn’t reinvention—it was coherence. Rather than redesign for design’s sake, we improved consistency and user experience, reframing the BBC’s offering.” This intelligent approach anchored a broader system built for digital expression, enhancing attribution across platforms. The impact was significant: in 2019, only 5 in 10 UK adults felt the BBC delivered value for money, a figure that rose to 8 in 10 by 2024. For designers, Cummins offers a key insight: “The power of a logo lies not in how much you change, but in how intelligently you evolve what already works.”

Just printed and delivered to the Gold Coast, QLD and Sydney, NSW.
Corporate Art Catalogue A4 Landscape
Total items x 500
32 pages plus 4 page cover
Item: Cover
Finished Size: 210x297
Cover Paper: Pacesetter Satin Board with matt cello outside 300gsm
Internal pages Paper: Pacesetter Satin 148gsm
This catalogue has a score, fold, collate, and saddle stitching finish.

At 3E Innovative we offer professional print solutions for your business. Brisbane based printer offering a friendly, local service for all print jobs big and small ...

At 3E Innovative we offer professional print solutions for your business. Brisbane based printer offering a friendly, local service for all print jobs big and small ...

Just printed and delivered to the Gold Coast.

Fineprintco Catalogue A4 Portrait

Total items x 900

88 pages plus 4 page cover

Item: Cover

Finished Size: 210x297

Cover Paper: Pacesetter Satin 300gsm

Internal pages Paper: Pacesetter Satin 120gsm

This catalogue has a score, fold, collate, and saddle stitching finish.

Delivery to Fineprintco, at Burleigh Heads on the Gold Coast

Throwback to 2013. 3E Innovative is proud to have worked on the design, typesetting, and print production of Wabu Jananyu in collaboration with Girringun Aboriginal Corporation.

Every step, from concept to print, was carefully considered to produce a reliable and visually engaging resource. Thank you to Girringun Aboriginal Corporation for trusting us with this project.

Getting work done before we travel from Northern Ireland to North East England to see family

Currently operating out of Northern Ireland until the end of May while we visit family in Ireland and England - with my temporary office set up here. It’s business as usual (including managing print jobs as the print team are located in Australia) apart from the first week of May which we are taking off to spend in Northern England for some family time.

First print job complete for 2024

Client: Wisteria Design Furniture
Product: Wisteria Design Catalogue

Burst bound catalogue on Pacesetter Satin 148gsm, with cover Gold Sirio Metallic ARUM 300gsm featuring embossed logo, all produced, printed and manufactured right here in Brisbane, Australia.

A wonderful project to work on!

Lulalife's online shop launches today. LulaLife is an Australian resort brand that has timeless appeal with an ageless boundary. Build on the Shopify Platform by 3E Innovative.

Lulalife LulaLife Shop

Website for Mountain View Estate now live. Project included website build and supporting graphics & map design work, to promote land release in New Gisborne, Victoria. https://www.mountainviewestate.com.au/