Andy Lawrence-Levy • Designing strategic brands that move

The World Game

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Agency
Frost*collective

Role
Lead Motion Design
Art Direction
Art Direction

Awards
PromaxBDA ANZ 2017:
Gold – Best Branding
Silver – Best Logo Design

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Background

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 was looking to elevate The World Game brand to a true digital first positioning.

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Opportunity

Our strategic visual refresh of The World Game brand had to ensure its seamless transition across SBS’ multi-channel offering while reinforcing its role as Australia’s pre-eminent platform, anchored by heritage, in the world of football.

Previous logos

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Solution

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 new identity, inspired by the football’s keystone shape – a pentagon, 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.

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Client
SBS

Agency
Frost* Design

Creative Direction
Ant Donovan

Brand Design / Lead Motion Design / Art Direction
Andy Lawrence-Levy

Senior Account Manager
Rachel Corponi

Opening titles animation
Vandal