Simon Crabtree
Creative Director
Creative Direction
Brand Strategy
Brand Identity
Campaign Development
Motion Design
Creative Production
Commercial Project Delivery
FC Barcelona
Motion Rebrand
Client Presentation
Design Direction
Director
Bringing Barça’s global brand to life across every screen, every sport, and every platform.
Translating a bold new visual system into a rich audiovisual language – from Barça TV to in-stadium screens and global social channels. At its core: a signature animation concept inspired by Barça’s legendary tiki-taka style – fast, fluid, and triangular. A graphic system in motion.
Translating a bold new visual system into a rich audiovisual language – from Barça TV to in-stadium screens and global social channels. At its core: a signature animation concept inspired by Barça’s legendary tiki-taka style – fast, fluid, and triangular. A graphic system in motion.
This visual movement became the brand’s pulse—flexing across multiple sports and platforms, while echoing the rhythm of play. We also developed audio branding built from Catalan drumming and real sounds from Barça training sessions.
To deliver at scale, we introduced Viz Story - a flexible, fast-turnaround system that empowered Barça’s in-house team to generate content across formats and aspect ratios in real time.
The result: a distinctive, ownable AV system - deeply Barça, endlessly adaptable, and built for global reach.
Viz-based automation streamlined high-volume social output across a 300M+ global fanbase, reducing production time by an estimated 50 - 70% and saving hundreds of hours annually .
Promax Europe - Silver Award - Brand Design Package
TTV
Channel Rebrand
Client Presentation
Creative Direction
Director
TTV, part of Warner Bros. Discovery, is the ultimate reality TV brand, embracing the everyday in every way.
We flipped the script with this design refresh to meet TTV’s reality-TV-obsessed audience where they are: online. This social-first, platform-agnostic design is built around real-world viewing habits and engages just as powerfully in broadcast.
We flipped the script with this design refresh to meet TTV’s reality-TV-obsessed audience where they are: online. This social-first, platform-agnostic design is built around real-world viewing habits and engages just as powerfully in broadcast.
TTV is a multi-coloured brand reflecting the wide array of content and larger-than-life personalities on the channel.
The logo activates like a camera viewfinder opening up to reveal the unique world of TTV, animating to frame the content.
The TTV viewfinder powers our brand animations, smoothly sliding across screen to bring on graphic assets and typography.
A series of four docu-style idents are snapshots of everyday life – captured fleetingly – allowing space for intrigue and wonder.
These moments inject subtle humour by reflecting the normality and informality of the channel
A series of bumpers and IDs were shot on location in and around Warsaw. Everyday people captured in intriguing locations to create moments of curiosity, realness and wonder.
Dave
Channel launch
2nd Unit Director
A case study in best practice brand building: strategic positioning, naming and brand creation for a men's TV channel in the UK.
Despite great programming, UKTVG2's ratings were poor. A channel for 16-44 men
with brand awareness of just 2%, it needed a major work over and a clear and
desirable point of difference.
The programmes were the key; intelligent, irreverent genuine humour which led to the strapline "The home of witty banter". Dave was chosen as the channel name to give an accessible feel that people can relate to, a completely original idea. A range of channel idents were created along with a multi-media launch campaign.
Despite great programming, UKTVG2's ratings were poor. A channel for 16-44 men
with brand awareness of just 2%, it needed a major work over and a clear and
desirable point of difference.
The programmes were the key; intelligent, irreverent genuine humour which led to the strapline "The home of witty banter". Dave was chosen as the channel name to give an accessible feel that people can relate to, a completely original idea. A range of channel idents were created along with a multi-media launch campaign.
Dave flock wallpaper and 'family portraits' for talent in the outdoor work reinforced the notion of Dave as a physical place - the home of witty banter.
Weekly reach increased by 67% among target audience
- Spontaneous awareness increased to 32%, higher than More 4, BBC 4, ITV3, MTV
1 and Bravo
- Average minutes watched on channel in Pay TV increased by 17% to 34.8 mins
- The channel's top 20 programmes average audience increased by 51%
Oasis
Rebrand
Reframing ‘lovely’ as a superpower for a new generation of women, who come with style and substance.
Oasis is different from other too cool, urban fashion brands. Its product, shops, service and customers are genuinely lovely. Lovely with a capital ‘L’ - not twee, cute, or passive. The women who wear Oasis don’t just look Lovely in the clothes, they do Lovely while wearing them.
Oasis is different from other too cool, urban fashion brands. Its product, shops, service and customers are genuinely lovely. Lovely with a capital ‘L’ - not twee, cute, or passive. The women who wear Oasis don’t just look Lovely in the clothes, they do Lovely while wearing them.
The brand identity refresh was designed to help strengthen its presence in social and digital spaces. Introducing a new colour palette, brand fonts and brand codes, as well as a new strategic guidance around imagery: focusing on the more active side of the Oasis woman’s life.
Kara Tointon, Katie Piper and Nadiya Hussain launched the campaign. Each ambassador chosen for her supercharged loveliness and aspirational embodiment of a modern, polymath woman.
The brand was rolled out across every aspect of Oasis. The website was redesigned and the design even used in all their shop windows.
Doctor Who
Rebrand
Client Presentation
Logo Design
Font Design
A new logo and identity was created for the highly anticipated fifth series of Doctor Who, which introduced the eleventh Doctor.
The creative concept developed for the identity aims to align the British science fiction television programme with blockbuster sci-fi film emblems, such as Superman, Star Trek and Batman, which have achieved universal public recognition.
The insignia, features the Doctor’s initials, ‘DW’, simply moulded into the shape of the iconic TARDIS, where all The Doctor’s journeys begin.
The creative concept developed for the identity aims to align the British science fiction television programme with blockbuster sci-fi film emblems, such as Superman, Star Trek and Batman, which have achieved universal public recognition.
The insignia, features the Doctor’s initials, ‘DW’, simply moulded into the shape of the iconic TARDIS, where all The Doctor’s journeys begin.
The logo and identity were designed to work on all Doctor Who merchandise. The previous branding had been very difficult to work with due to the nature of the logo.
Different lock ups and colour options were created to facilitate usage. We worked closely with BBC Worldwide to ensure they were happy with the identity as they were the primary implementer of all merchandise.
NRK
Rebrand
Client Presentation
Activating the NRK brand identity across all audience communication within the broadcast channel environment.
The Norwegian public broadcaster NRK is in transition, expanding from traditional linear channels to a digital 24/7 content offer. Our task was to activate the NRK masterbrand as the sole curator, introducing and navigating the audience to all content across its ecosystem.
The Norwegian public broadcaster NRK is in transition, expanding from traditional linear channels to a digital 24/7 content offer. Our task was to activate the NRK masterbrand as the sole curator, introducing and navigating the audience to all content across its ecosystem.
This task required a strategically-creative solution: an “operating system” in which all assets are created directly from the logo mnemonic. The system is driven by a communication model that clearly and consistently articulates what, when, where and how the audience can find content.
The result is a visually-fluid conversation in which each new sequence about content, whether a programme, a podcast or a pan-platform event, flows seamlessly.
NRK is seen as a blue brand on the outside but, as you dive in, it’s colourful on the inside with diverse and dynamic content.
As we transition into content marketing, all graphics take on a colour that’s harmonious with the content. To ensure a connected audience experience, the colour is aligned across NRK TV and NRK Radio.
A platform-agnostic audience experience is achieved with the use of key art, aligning broadcast promotional and in-vision continuity visuals with the same content on NRK’s digital platforms.
TV Norge
Rebrand
Creative Direction
Client Presentation
A brand refresh designed to reinforce TV Norge’s local credentials.
TV Norge is the second largest commercial channel in Norway, a channel packed with some of the nation’s favourite comedy and light entertainment shows. Our task was to refresh the TV Norge brand identity.
TV Norge is the second largest commercial channel in Norway, a channel packed with some of the nation’s favourite comedy and light entertainment shows. Our task was to refresh the TV Norge brand identity.
The brand logo is very well known and a symbol of Norway. However, the recent use of a metallic, 3D generated version of the logo felt corporate and cold, especially when floating above beautiful but austere vistas of Norway.
Together with the production team at Discovery Networks Norway, we created an over-sized logo – a physical manifestation of the brand in the real world. We then handed the iconic logo over to our audience who were encouraged to interact with it as they went about their daily lives.
As part of our pitch process we built a physical ‘N’ and used it to demonstrate the core ident concept.
For our bumpers, we worked with the Discovery team to script and shoot everyday audience moments, which we then playfully distorted through the subtle brand filter of our isometric cube.
Our cube device was designed with the off-air and digital environments in mind, providing brand consistency that allows us to hero a wide variety of content and key talent.
A fluid and flexible promo design system was developed to signpost new promo content on the channel in an eye-catching and brand centric way.
ORF Sport
Rebrand
Creative Direction
Client Presentation
Taking sports fans on a journey through time for Austria’s public service broadcaster.
ORF Sport’s new brand identity embraces a core truth about what motivates sports audiences: The Journey.
We watch for the jeopardy, rivalry, drama, setbacks, challenges, failures, ambition. The game, the race, the tour, the league, the final, the result. The unfolding story with an uncertain ending.
ORF Sport’s new brand identity embraces a core truth about what motivates sports audiences: The Journey.
We watch for the jeopardy, rivalry, drama, setbacks, challenges, failures, ambition. The game, the race, the tour, the league, the final, the result. The unfolding story with an uncertain ending.
Our design solution embodies that drama. By creating a graphic timeslice device and putting it at the heart of the brand package, we can travel back to the sporting past, join and enjoy current events, and travel to the future to speculate about sporting outcomes.
The timeslice is distinctive, unique and highly functional. It can expand and contract, hold footage, move fast, slow, horizontally and vertically. Dynamic and fast-paced on screen. Eye-catching and ownable in print.
Yellow was the primary colour and used extensively to create an instantly recognisable palette for the brand.
Wintersports, Premium Sports and Sports News needed a secondary colour palette to create brand subdivisions. White, black and red were used in conjunction with the yellow to create additional colourways.
Hallmark
Rebrand
Client Presentation
Director
Refreshed brand identities for three Hallmark channels to elevate and differentiate them from the more established big sister network Hallmark channel.
The Movies & Mysteries channel wanted its brand identity to focus entirely on its mystery USP and lean into it’s original content.
The Movies & Mysteries channel wanted its brand identity to focus entirely on its mystery USP and lean into it’s original content.
The network is renowned for its original content, including its Signature Mystery series franchise. We created specially-shot promo packaging templates for the 12 key series. Each one is a snapshot of that show's hero sleuth and hints at the tone of the series through a layer of intrigue and mystery.
We brought the magnifying glass front and centre, making it larger, bolder, more modern and dynamic. It became a simple visual code for the channel, with an active role in the brand package, drawing the viewer's attention and to find hidden clues.
Audio ties the IDs together and introduces the brand's lighter ‘whodunnit’ tone.
A refreshed brand identity for a classic storytelling network.
A graphic brand inspired by the opening and closing movement of curtains in a theatre.
We created six logo IDs, each with a different deep, rich colour made from 3D textures that dazzle, glint and glimmer when hit by shards of light.
We introduced two complementary typefaces. Gotham to give stand-out to show titles and Mrs Eaves for call to action and other navigational information.
Hallmark Movies and Mysteries undergoes a festive transformation, becoming a snowfilled winter wonderland.
Three specially-shot IDs bring the audience into a winter wonderland of wood cabins, horses and sleighs and a wintry Christmas forest.
These backdrops were also used for promo packaging to give the network a coherent look over the holiday season.