A design system for the next generation of sports fans, with heritage at its heart.
Visual Identity
Design System
Channel Branding
The Challenge
The BBC needed a change in the way they presented their cricket coverage. With no unifying visual identity for the different tournaments and shows the content was disjointed, and the BBC had no way to differentiate their coverage from other channels.
This change for the BBC gave us the opportunity to challenge conventional, out-dated views towards cricket, and give the sport a much needed refresh in peoples minds.
So we asked the question – “how can we bring cricket to a new generation, without alienating existing fans?”
Cricket to our core
The foundation of this identity is formed by our cricket score-code texture, a living asset built from the unique collection of symbols that form the cricket scoring system.
By using 3D motion-tracking on footage from the BBC to capture the movement, the score-code texture breathes the energy and excitement of the sport into every piece of comms produced.
A system built for creatives
We knew that once in place, the new identity would be used by hundreds of creatives across the BBC, to create everything from lower thirds to full TV ads.
So behind the visuals is a thorough, plug-and-play design system that allows anyone to jump in and create consistent creative assets for BBC Cricket.
“When it comes to branding, visual consistency matters to audiences, especially across sport broadcasting and where there is a multitude of competition, The clearer you define the look and feel across a campaign, the more likely customers are to recognise and feel connected with you. In collaboration with our cricket editorial teams, BBC Creative and Happy Ending we delivered just that, launching a new innovative visual identity fit for a digital age, and consistent for our audiences in the years ahead.”
John Sprott, Marketing Manager, BBC Sport
