It's been interesting to be involved in branding during the digital media revolution. I have always believed that you should approach branding from the smallest execution and then test it in larger sizes, since the vast majority of uses will not be to scale of the Media24 logo on the side of their building.
Sporting Savvy is an independent network of YouTube channels, each one dedicated to s specific sport. The challenge was to create something was at once bold and fun. I realised that the brands that do this best are FMCG brands that have have a variety of flavours (think potato chips) so I drew on them for inspiration.
The different channels have their own identity, but make sense when placed together as a group.
It was important that the parent channel could have an ident that could include all of the sports covered.
At the same time there had to be idents where an individual sport was the hero brand.
Not all of the channels are live yet, but here's the brand in action in a recent episode of Formula e Savvy.
