Responses by DixonBaxi
Background: Our challenge was to sharpen and align two tonally and aesthetically distant sports channels. We wanted to create an equal recognition and buzz around both Premier Sports and FreeSports, allowing them to champion the sports franchises that their fans love.
Reasoning: We didn’t want to create a brand that had to scream and shout, but instead could sit back and let the sports do the talking—with a design that is sophisticated and considerate, yet courageous and bold enough to hold its own within the saturated sports-broadcasting world. We started with the design of the logos and a unifying monogram that could be used consistently across the two sports channels. The monogram was then developed into a modern symbol that connected both brands, transformed across promo kits and came to life in the animated identities.
Although the core strategy was to unify the two sports channels, we wanted them to maintain some of their unique qualities. As Premier Sports is a subscribed-to channel, we wanted to make it feel exclusive by using elegant color palettes and photography that captures the emotion and drama of sport. For both channels, we used 3-D motion graphics to distill a number of sports to their purest forms, capturing their strengths, speeds and precision.
Challenges: Unifying two different brands into one, without losing its essence.
Favorite details: The position that we put the sports channels into. Both identities needed to be elevated visually in order to give the channels—and their content—the recognition they deserved.
Visual influences: We spent a lot of time studying and tracking the movements from real sporting events that the channels broadcast, which were then converted into simple, bold and dynamic compositions used for the channel identities. This demonstrated the eclectic mix of sports coming together into one place.
Time constraints: Having regular calls with the clients to discuss our progress made the process easy and enjoyable for all of us. We could focus on their feedback to ensure that the final solution was delivered on time, and to the standard that we wanted.
Anything new: We’ve always tried to innovate and find new ways to represent sporting action. On this project, we developed a super graphic approach that captures the moves on the field and turns them into dynamic graphic linework.