2022
Identity
Building upon the success of the 2019 'Change the Game' campaign, the BBC entrusted me with the task of creating a fresh and contemporary identity that would bring the previous idea into the year 2022. The new identity aimed to encompass the creative concepts for the Women's Euros, Wimbledon, and the Commonwealth Games. We titled the campaign creative "We Know Our Place," a rallying cry to women to solidify their presence in sports while also maintaining a playful and tongue-in-cheek commentary.
In my role as Senior Designer, I led a team of designers, collaborating on the creation and development of both static and motion executions for the identity. The concept utilisied elongated typography that reacted and expanded as the athletes interacted with it. By stripping back the imagery, we aimed to reveal the athletes at the peak of their performance.
An important sentiment behind the development of the identity was the idea of 'place' and belonging. We sought to make our elongated letterforms serve as a metaphor for the unyielding and influential forces these women represent in their respective fields. Additionally, we wanted to counter the phenomenon of mansplaining and manspreading, often seen in comments on BBC Sport posts. Our goal was to portray these strong athletes as bold and unyielding.
The identity was successfully implemented across various touchpoints, including OOH, trail graphics, and social media. As part of the broader identity, we also developed static and motion language for other areas of the BBC to incorporate into their content.
