DixonBaxi London

ABOUT

TOP TO TOE REBRAND OF ONE OF THE LARGEST SPORTING BRANDS IN THE WORLD.

ON AIR | ADVERTISING | DIGITAL

THE BRAND:
Eurosport first aired in 1989, broadcasting events from skiing championships to snooker tournaments for audiences across Europe.
It now includes 16 websites and six TV channels, and the Eurosport website is Europe’s No.1 online sports news website with up to 23 million visitors each month.
In its first 25 years it has established itself as a household name within live sport.

The Eurosport project is more than a rebrand exercise. It is a redefinition of a business and brand purpose that puts fans first and then builds everything around them – from sharing the greatest sporting moments to giving them the experience that fuels their passion. The result is a modern brand that is ready to become the global destination for sport by delivering an unparalleled, immersive viewing experience.

THE STRATEGY:
Sport is more than just entertainment. Sport matters because of the millions of fans living every great sporting moment. Through devotion and sacrifice, agony and ecstasy they are at one with their team or hero. Fuelling this obsessive passion is vital to Eurosport and embodied in the guiding principle ‘We Are One’ – which we developed in collaboration with the Eurosport team and Federico Gaggio, brand consultant to Eurosport.

WHAT WE DID:
The Eurosport project is more than a rebrand exercise. It is a redefinition of a business and brand purpose that puts fans first and then builds everything around them – from sharing the greatest sporting moments to giving them the experience that fuels their passion. The result is a modern brand that is ready to become the global destination for sport by delivering an unparalleled, immersive viewing experience.

A NEW LOGO:
The new Eurosport logo and monogram has been designed by international design consultancy, Pentagram partner Angus Hyland in collaboration with DixonBaxi. The multiple stars that used to signify Europe are now a single star, one which implies quality, success and universality. Combined with a robust, stylish typeface, this approach future-proofs the identity, allowing it to evolve without abandoning its roots.

A PLATFORM FOR SPORTS:
The on-air experience is designed to feel live and immersive, capturing the immediacy of sport. We concentrate as much on the cyclist puffing at the back of the peloton as on the leader in the yellow jersey. A relatable experience rooted in the ‘We Are One’ guiding principle – featuring fans, amateurs, rising stars and professionals coming together.

SEAMLESSLY ACCESSIBLE:
The brand has been designed to become a seamless and enduring experience across digital. With the ‘Dashboard’, refined identity system and clear design guidelines, Eurosport is set to be the preferred destination for sports fans everywhere.

GLOBAL BRAND CAMPAIGN:
We have also helped to create an international brand campaign to launch the brand and channel. The consumer strategy — is underpinned by the strapline ‘Fuel Your Passion’ and supported by the #sharemypassion social media campaign, encouraging fans to share stories about the extraordinary lengths they go to in order to demonstrate their love for their athlete, team or sport.
The campaign includes a 30s TV spot, written and directed by DixonBaxi, and print and digital display executions featuring international and country-specific athletes and fans.

THE DASHBOARD:
a defining feature of the brand system.
The ‘Dashboard’ acts as a navigational system through which highly considered and crafted information graphics fluidly guide the viewer through the experience: from the range of sports to event menus, league tables, player statistics and more. It is designed to be discreet, clear and driven by function allowing the sports imagery to be beautifully immersive and expansive. In motion, its behaviour has been choreographed to flow seamlessly and be responsive across TV, desktop and mobile.

A FLEXIBLE SYSTEM:
The flexibility of the dashboard allows it to work across the TV experience as well as online and mobile. This creates a unified navigational and interaction system for Eurosport. One that is grounded in a simple, pared back design.

PEAK MOMENTS:
The on-air experience is designed to feel live and immersive, capturing the immediacy of sport. We spent a lot of time getting under the skin, immersing ourselves in what we call the ‘Peak Moments’ of sport, where the drama lives. These moments tell individual sport stories that we have ruthlessly dissected to reveal the true heartbeat within a race, game or event, the things that make the difference. We directed a series of idents across tennis, motorsport, athletics and more that feature fan, player and the emotion that drives them.

CLOSER TO THE SPORT:
The short break bumpers are all in-camera immersive sensory bursts – inside the engine of a race car; submerged within a wave of water; immersed in fractured shards of ice. The soundtrack is a rich, textural and dramatic theme that is edited seamlessly with the picture alongside biting, authentic, hyper-real sound design that places the viewer at the centre of the action.

GLOBAL BRAND GUIDELINES:
A comprehensive brand guidelines covering all aspects of the new Eurosport brand have been created in order to ensure it is coherent and consistent across different platforms and regions. Printed as a hard bound book as well as in digital editions for ease of access. Every element of the brand has been defined and coded to create a flexible and robust system for the Eurosport team. This is coupled with continued training and refinement to meet daily needs.

RESULT:
A global roll out in 99 countries with 243million subscribers and Eurosport's biggest rebrand in 26 years.

Date created: November 2015 2015-11-01T00:00:00+0000
Date published: 9 February 2018 2018-02-09T14:13:18+0000

MADEIT CREDITS

  • EurosportClient
Annual 2016 WinnerEurosport Global RebrandBranding Project featured: on 18th February 2016 Pro member:

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Contributor:

DixonBaxi has been a Contributor since 3rd September 2018.

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