The Challenge
SuperSport, a leading sports broadcaster for DSTV in South Africa, had grown beyond broadcasting, and expanded into various other businesses and media platforms (apparel, sports teams, sporting equipment). This expansion led to a dilution and inconsistency of their branded assets and on-air identity; thereby weakening brand recognition and positive consumer associations. Additionally, the lack of cohesion drove production costs into the red as they struggled to maintain consistency.
The Approach
By leveraging the equity the brand had built over years of broadcast, we set out to update the extended brand elements, while refreshing the core assets that viewers and stakeholders already knew and trusted.
The Response
We transformed the brand structure from a dispersed model to a unified, monolithic architecture, thereby eliminating the need for any further channel-specific identities or visual language. We realigned positioning statements to fit the core values of the brand. We simplified and standardised naming practices and conventions, ensuring any future assets of channels would fit within the existing family. The end product was a robust conceptual framework and visual identity that could sustain the brand into well into the future.
My Contribtion
My Contribution
Responsible for conceptualising design solutions inline with strategic goals.
Design, craft and deliver all final visual assets.
Design and develop bespoke typeface.
Define visual identity style guide.
Develop broadcast template libraries.
Design and develop print collateral libraries.
Collaborate with client side brand strategy and marketing teams.
Manage and mentor junior designers.
Build and present presentations to stakeholders communicating, rationales, design. directions, challenges and project milestones.
Deliverables
Brand architecture and naming convention guide
Brand identity and visual language guide
Final brand assets; logo variants, graphic devices, photography style guide
Corporate stationary, signage, livery and collateral guides
Bespoke typeface; SuperSport Sans
On-air graphics pack: channel ident, now-next-later graphics, ticker bars, logo bugs, main titles, end boards, bumpers, lower thirds, wipes and transitions, end pages, strap-lines, squeeze backs.
Delivery Team
Creative Director, Brand Strategist, Senior Designer, Mid Designer, 3D artist
Timeline
Scope definition to client acceptance, 4 months.