Simon Crabtree
Creative Direction
Content, Strategy, Identity, Directing, Art Direction
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.