Fragmented to Formidable:
A Sport Channel Makeover

Evolving South Africas favourite sports brand from disjointed parts into a new cohesive brand and visual identity.

Fragmented to Formidable:
A Sport Channel Makeover

Evolving South Africas favourite sports brand from disjointed parts into a new cohesive brand and visual identity.

Fragmented to Formidable:
A Sport Channel Makeover

Evolving South Africas favourite sports brand from disjointed parts into a new cohesive brand and visual identity.

Agency

Interbrand

Agency

Interbrand

Agency

Interbrand

Project

SuperSport

Project

SuperSport

Project

SuperSport

Medium

On-Air Broadcast

Medium

On-Air Broadcast

Medium

On-Air Broadcast

Snr. Brand Designer

Snr. Brand Designer

Snr. Brand Designer

Area of Expertise

Identity, Broadcast Design

Area of Expertise

Identity, Broadcast Design

Area of Expertise

Identity, Broadcast Design

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.