Nick Car­son reports from thread’s Premier League-themed spe­cial

Computer Arts - - Culture -

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.

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