Sky Data
Recently I was given the opportunity of redesigning and rebuilding the Sky Data brand. Sky Data is polling and data analysis from SkyNews.
During my evaluation of the current Sky Data brand there were two main issues that regularly caught my eye.
Instead of creating content specific to the type of media we were using, we were actually using the same output for both TV and social media. Worst of all, this “one size fits all” approach to our output was failing to save us any time, as producers always needed amends made to the content.
A secondary issue that I noticed was that we often took very simple data and produced overly-complicated content that was both redundant and confusing for the audience - this was most noticeable in our social media channels, where instantly understandable content is king.
Research shows that our social media audience is less likely to watch videos or take an interest in sprawling infographics, instead they have a tendency to stop scrolling for eye-catching that can be understood in seconds. Our TV audience is completely different. They have tuned in specifically to be taken on a visual journey, and so we can afford to tell the story of the data through animation.
As the two different audiences consume content in different ways it seemed that the most obvious solution would be to use two separate designs for television content and social media content. This would allow us to optimise the content that we produce for each channel so that it communicates with the audience more effectively.
Before starting any design work on the new branding I spent a lot of time researching best-practices for creating social media content and looking at how our competitors successfully optimised content across their digital channels. In order to see if there was a way to minimize the time spent creating Sky Data content I looked back to see what common amends producers requested, for example highlighting certain numbers.
Research
The rebrand aired on the 3rd August 2016. The subject was on where you would like to keep your savings and went out to all platforms.
Final designs for Sky Data proposal
