Change the Game
We at BBC Creative were tasked by the team at BBC Sport to create a brand identity for ‘Change the Game’ a campaign aimed at celebrating 2019s summer of Women’s Sport, consisting of the FIFA Women’s World Cup, the Netball World Cup, Women’s Ashes, Wimbledon and much more, as well as to highlight the BBC’s commitment to gender parity within their broadcasting of sport.
For the campaign we had to draw together a diverse range of sports and present a cohesive narrative of positivity and empowerment. For the identity I wanted to focus on the dynamism of the Sports and the understated impressive nature of women’s sport. To do this I focused on using imagery and videos of the athletes in motion at their most dynamic and paired that imagery with typography that reacts and interacts with athletes.
I wanted the identity to be as uncluttered as possible, placing a large emphasis on the imagery and the heroes of the campaign; the athletes. The typography and its dynamism provided us with extra tonal variation and we paired back the colour scheme to just black and white.