DixonBaxi rebrand ESPN for a Dutch audience, putting sport in a new light.

In Dutch football, the club is always greater than the individual, it is greater than the league itself. We united a global brand with a local audience by creating a system that feels responsive to the drama that surrounds the game including every club, player, moment and fan.

The Spotlight: Illuminating. Inspiring. Enthralling.

Bringing fans closer to their idols and heroes, we spotlight our talent in empowering ways that showcase their moments of celebration and passion for the clubs they play for.

Brand components. Emotional storytelling.

Amplifying the passion, stories, teams and fans with a suite of adaptive elements that leverage the equity in ESPN. From the original red, white and grey palette to the addition of inspirational new energy with the ‘Spotlight’ design system.

Spotlighting what matters to fans. The sports.

The ‘Spotlight’ design system illuminates each and every sport adapting to reflect team colours. Subtle details in match graphics echo the light-filled motifs to reveal key information. Bold typography dials up the emotion and punctuates the action bring a touch of local colour and drama.

The world’s most iconic sports partnerships.

It was important for us to build on the legacy of the ESPN brand and bring that to a new dutch audience. Equally aligning ESPN with a range of high-profile sports franchises to build strong affinity and recognition.

Playing with the power of social for every sport.

Social platforms give the brand space to be expressive and flex across the range of sports on ESPN. With playful moments that reveal player and fans stories to spotlighting key moments in every sport.

A brand that doesn’t need to shout.

The brand is dialled back, simple, iconic for out of home, merchandise and gear setting a confident, effortless tone that knows when to step back and let the sport do the talking.

“DixonBaxi once again managed to awe us with a stunning new visual identity. With a new brand and design, we are ready to bring some light and joy to the eyes and hearts of millions of Eredivisie fans across the country.”

Jan Bonjer, Director Marketing & Creative Services ESPN, the Netherlands