Nick Carson reports from thread’s Premier League-themed special
Bristol-based events series thread has gone from strength to strength in the past year, with organisers Fiasco Design planning a diverse line-up for its two-day creative festival, Something Good, in the autumn.
On 18 May, however, the focus was narrow and deep. DesignStudio and DixonBaxi gave their perspective on one fascinating joint project: 2016’s total overhaul of the Premier League brand.
Ever since Airbnb, DesignStudio has built quite a reputation for attracting controversy – a point that creative director Ben Wright acknowledged when discussing the tirade of abuse the agency received for “dropping the lion” (never on the cards, in fact it was brought front and centre).
Wright explained how DesignStudio turned the Premier League’s reputation for “overpaid foreign players” and “ripping off fans” on its head, with the inclusive tagline: ‘We all make it.’
Wright then handed the baton to DixonBaxi’s Dan Capstick to discuss the broadcast graphics. “We enjoyed dropping all the 3D shiny shit that pollutes most on-air sports branding,” he admitted. “The ‘we all make it’ vibe glued a lot of agencies together who were bringing this brand to life.”
All in all it was an insightful deep-dive into one of the year’s most high-profile branding projects.