Creative Review — The Sports Issue

DixonBaxi talk Eurosport with CR.
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Aporva Baxi talks to Creative Review with Federico Gaggio and Angus Hyland from Pentagram

December sees the launch of the Creative Review Sports issue / photography annual. A double issue which looks at how creativity is being applied to the world of sport, plus 89 pages of the very best imagemaking in the photography annual 2015.

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Our very own Aporva Baxi alongside, Angus Hyland from Pentagram and Federico Gaggio had a conversation about the rebrand of Eurosport with CR.

DixonBaxi collaborated with Eurosport to create a new multi-platform identity that invites sports fans across the globe to ‘Fuel Your Passion’.

Working collaboratively was key to the success of the project. From the strategy to the creative approach, direction to production, the process has been an exciting combination of energy and drive to build a powerful and unique brand story.

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Pentagram were assigned responsibility for creating the logo, brand hierarchy, identity style guide and merchandising, while DixonBaxi worked on the creative strategy and on and off air branding, including ad campaigns. The two agencies collaborated on key elements however, such as the logo, monogram and typography guidelines.

“It’s quite a complex job in that there isn’t just one core brand mark,” explains Pentagram’s Angus Hyland. “There are several channel and product identifiers, and different parts of the organisation are responsible for the production of different products, so it leads into brand architecture, how that is manifested across the organisation, how that evolves into different products going forward and [making sure] that the identity is robust enough to allow for evolution at various points within the organisation” he adds.

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Speaking about the on air idents DixonBaxi created, which depict a range of different sports and pre-match rituals and aim to capture a sense of excitement and tension, Aporva explains, “A lot of sports broadcasters and brands go after certain aspects of sport, and a lot of it is around grandeur. Everything is heroic and iconic and so on, so really for us, it was about breaking out of that way of thinking. We wanted to capture moments aside from the things you typically see in sport such as the winning goal, the match point, crossing the finish line – so these are about preparation, the excitement of fans and the ups and downs of the game.”

To read the full conversation head to Creative Review and subscribe, or the online version can be found here.