The Sky Sports Masterbrand rebrand was a large-scale project spanning brand, campaigns, digital, social and broadcast. We collaborated closely with the brand team, influencing concepts across the brand route - from designs and animations to helping with the development of the new typeface.
Later, we transitioned to broadcast, leading the implementation and development of the on-air housestyle graphics system as well as set updates - ensuring the Stage concept worked seamlessly across live sport.
The rebrand centers on the Sky Sports lozenge, reimagined as the Stage - a flexible platform for storytelling, motion, and spectacle, unifying the brand across every sport and touchpoint.
Housestyle
We created a universal broadcast system used across every sport, combining consistency with flexibility. Grids ensured every element was perfectly aligned, while rounded corners were pixel-perfect to match the Stage graphic.
A clear type hierarchy was established - body copy and headlines remained consistent across sports, while weights could be adjusted for title headlines to give each sport its own character.
Animation frameworks and templates were designed to adapt to each sport’s feel and branding, then passed to Viz for real-time implementation, bringing the Stage concept to life on air.
Concepts
A crucial part of the process - exploratory graphics and animations that informed and shaped the final broadcast system, even if they didn’t make it on air!
Credits
Sky Creative
F37 - Typeface
