DixonBaxi create a radical, new global TV experience for Premier League.

We have designed and created a radical, new TV experience for the world’s most-watched football league. Changing the game for over 2 billion fans around the world. Football will never be the same. Show titles, in-match graphics, augmented-reality, touch-screen, studio graphics, all united by a unique ‘Field of Play’ motion behaviour and an epic, official Premier League soundtrack.

Changing the game for a new generation.

We stretched the visual expression in all directions to create a modern, radically new sports brand world that encompasses the hundreds of facets of the live games, the pre-and-post show analysis, and all the debate brought together by a thrilling and unique Premier League anthem.

‘Field of Play’ design language transforms the experience.

The graphics system is the canvas, the playing field, and the world that the game statistics play out on. It moves fluidly bringing a complex world of live data including league tables, charts, player profiles, in-match information together as a connected whole. The ‘Field of Play’ underpins the Premier League brand and enhances the game.

Motion theory inspired by the game.

We watched hundreds of hours of football to analyse all the key plays in the game. Watching players to understand movement, speed, inertia, impact and agility – and deconstructed them to create a unique behaviour that we call the ‘Field of Play’. It is an entire graphics motion intent that has its roots firmly on the pitch to create a beautiful, elegant and bold motion system.

Every detail, crafted.

The design is crafted with a balanced use of the vibrant colour palette, refined typography and layouts for the hundreds of elements needed to bring the live experience to life. It underpins the Premier League brand and enhances the game.

Show titles are human and powerful.

We created a broader visual and tonal language that adds depth to the brand. The 12 new show titles are powerful and human, building excitement, energy and involving the fans and celebrating players.

A new anthem for the world’s league.

We developed a new official track and anthem for the brand in collaboration with Massive Music. It is human, powerful and celebratory. The master brand track has been remixed for the different show titles and a special 40s version has been created as the ‘walk-on’ anthem for the teams at every match in every stadium across the season.

Selected as a Design of the Year.

The Beazley Designs of the Year is one of the most prestigious exhibitions with a nominated selection of the best design in the world across every discipline from fashion to architecture to product. The Premier League TV Experience was one of 62 nominated and exhibited in the iconic Design Museum in London.

“DixonBaxi brought the elements to life on air, creating a look and feel that challenged the conventions of sports graphics.”

Abraham Thomas, Curator, Smithsonian