SONY SPORTS REBRAND

Project : Sony Sports Channel Rebrand + On-Screen Packaging
Client : SPSN, Mumbai

As the dominant holder for iconic sports events, including WWE and Soccer World Cup, SPSN aimed to become the number one sports destination in 2018.

Backfields worked with Sony Sports team on rebranding strategy to reposition the company as a market leader in the conversion of how sports is viewed, revamped and comprehended from competitive broadcasters. Sony sports channel needed to refurbish its image and at the same time improve the info on the screen given the greater number of existing sporting events and, on the other hand, be able to separate the new sports disciplines that were integrated into the channel in recent times. Inspired by the dynamic content of sporting events, we reinterpreted the classic isometric grids into a bold and captivating brand system,  expanding across all standards; broadcast, print, outdoor, online and social media.

We initiated the work by proposing an editorial layout, using a grid system with interchangeable set, where readability and visual cleanliness were the top priorities as a simple and adequate animation accomplishes system application. The end product also included Shoot based Channel Idents focusing on individual sports.