Design lead on the full rebrand of Sky Sports News, redefining the channel’s brand architecture, visual language and sonic identity across broadcast, studio sets, social and digital. The challenge was to modernise every aspect of the channel while preserving its instantly recognisable DNA - aligning more closely with the wider Sky Sports ecosystem and reinforcing SSN as the home of breaking sports news.
HouseStyle & Technical Transformation
We rebuilt the entire housestyle from the ground up, creating a clearer, more consistent core identity rooted in SSN’s red, white and blue. A key goal was to make the picture king, introducing multiple visual states - from the iconic SSN L-shape to full frame output and specialist formats like the vidiprinter and Soccer Sat L-shape.
Alongside the creative overhaul came a major technical shift: migrating from Chyron to Viz, refreshing in-house applications and databases, and introducing a flexible channel structure capable of show strand takeovers throughout the day. Every graphic, template and workflow was redesigned to add functionality, scalability and long-term flexibility.
Sub-Brands & Brand Architecture
The rebrand clarified the relationship between the SSN core and its programmes. The core brand became more defined and consistent, while shows that offer something different were given distinctive sub-brand identities - each with personality, but all unmistakably SSN.
We developed a clear sub-brand recipe: premium materials, extended colour palettes, consistent lockups, defined on-screen takeovers and bespoke music that fits within the wider sonic branding. Sport-specific colour systems were standardised, allowing football, cricket, golf and more to express themselves while staying aligned with the Sky Sports family.
Sets & Style Changer
The studio was redesigned as a fully reactive set, with additional screens and dynamic lighting built around a global Style Changer. At the push of a button, the entire environment transforms - set screens, lighting, bumpers, titles and graphics all instantly adopt the selected show’s look and sound.
This allows seamless takeovers from the SSN core into individual programmes, giving each show a complete, premium identity while keeping everything unmistakably Sky Sports News.
Sonic Branding
Credits
Sky Creative
Jago Set Design / Molecular Sound
