SBS — The World Game
Timed with the mounting excitement generated around the upcoming 2018 world cup and acutely aware of its loyal and passionate football viewing fan base, SBS were looking to elevate their World Game brand to a true digital first positioning. Our strategic visual refresh had to ensure its seamless transition across SBS’ multi-channel offering and reinforce its role as Australia’s pre-eminent platform, anchored by heritage, in the world of football.
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SBS — The World Game
The home of football
Timed with the mounting excitement generated around the upcoming 2018 world cup and acutely aware of its loyal and passionate football viewing fan base, SBS were looking to elevate their World Game brand to a true digital first positioning. Our strategic visual refresh had to ensure its seamless transition across SBS’ multi-channel offering and reinforce its role as Australia’s pre-eminent platform, anchored by heritage, in the world of football. The new identity’s simplicity, modernity and distinction come together with a world ethos celebrating multi-culturalism, taking the world game into the future.
Putting football fans at the heart
Understanding that the world game provides Australian fans with their connection to the game, which itself connects them to the world, was a powerful insight. This guided our approach. We put football fans at the heart, respecting their relationship with the game. We wanted the World Game to provide fans with even greater exhilaration, to offer more insights and a deeper understanding about the sport.
The home of football
The new identity, inspired by the football’s keystone shape, represents the World Game as the ‘home’ of football and the most culturally diverse and inclusive sport on the planet. The pentagon also doubles to represent a ‘home’, a message that is neatly reinforced through the stacked brand lettering. As a nod of respect to its past and to acknowledge his historic contribution to the game, we integrated broadcast audio from the legendary Les Murray into the brand’s titles.
