Computer Arts - - Special Report - by DesignStudio www.weare­design­stu­

From the start of the 2016/17 sea­son, the Premier League was to op­er­ate with­out a ti­tle spon­sor for the first time in over 10 years, pro­vid­ing the op­por­tu­nity to po­si­tion the brand and its val­ues front and cen­tre; and build a bet­ter un­der­stand­ing and ap­pre­ci­a­tion for ev­ery­thing it does, both on and off the pitch.

DesignStudio’s chal­lenge was to cre­ate a new iden­tity that was true to Premier League’s her­itage, but could talk as eas­ily to 10 Down­ing Street as it could to five-year-olds. With a fo­cus on the sto­ries sparked by the Premier League, DesignStudio turned from the pitch to the com­mu­ni­ties where lives are be­ing changed by the brand’s ac­tions. Un­earthing th­ese hu­man sto­ries brought the idea of ‘We all make it’ – a key com­po­nent of the mod­ern and dig­i­tal-first new iden­tity.

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