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Responses by DixonBaxi

Background: Covering over 2,500 hours across 200 days of live cycling, Eurosport remains the undisputed “Home of Cycling” in Europe. DixonBaxi and Eurosport have partnered once again to create a standout identity and live race system for all cycling content across digital and on air, with a specific focus on the Grand Tours.

Reasoning: To create this 360-degree cycling sensation, we devised a high performing graphics system to deliver context and storytelling from within the race, and for all related coverage, programming and digital content. Not only did this give fans a better understanding of the riders, but it also gave Eurosport an overarching identity to demarcate all cycling content in its brand space.

Challenges: The wealth of stimulation was vast and we had to find a system that would allow us to dial different aspects in and out for various touch-points. Another huge challenge was building the live system. We decided to design numerous “live-squeeze” graphics that allows the Eurosport director to build and add to the live picture, to give context to events, to showcase rider profiles, to review social footage, to preview stages and to promote up-and-coming shows.

Favorite details: Moved by more than twelve million fans lining the roadside, we designed a bespoke typeface just for this project. ESP_HOC is a headline font with a bold, handwritten feel that instantly evokes the spontaneous and passion-fuelled daubing seen in cycle races across the world. Also, the pictograms have been crafted to communicate key race events, as well as course features like cobblestones, climbs or sprints.

Visual influences: The passion of the fans with their vibrancy, energy and their vivid encouragement on the road; the classic heritage of cycling, inspired by the badges and crests found on the head-tubes of bike frames; and of course, the colors and designs of the race jerseys, which have their own historical and contemporary associations.

Specific demands: We were also asked to create the promo campaign for the most prestigious race of the year: Le Tour de France. As well as conceiving two separate projects in a short timescale, we also had the added complication of international versioning. So not only were we changing language and type, but also each region needed a promo that featured and reflected its national heroes.

dixonbaxi.com

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