Magic is at the heart of the project. Commissioned by the BBC UX&D, what started out as a simple handbook for new staff members quickly morphed from pages of informations and corporate mottos into an open world of imagination which evolves from the initial form of a picture book to an animated film and stationery and products. Taking inspirations from Anglo-Saxon folktales, the UX&D team is transformed into Merlins, digital wizards whose creative powers are put to practical use.