Redesign of the sports service of National Swedish Television
Client: SVT
Agency: Creuna, 2015
My role: Design Director
Awards: GOLD award in Svenska Designpriset
In 2015 SVT, Swedish National Television made a major redesign of their sports website. The brief was to create a modern sports service with focus on video content and growing mobile usage. The new sports service had to cater for both sports enthusiasts and the general public. The new sports service had to showcase the broad selection of sports that SVT offers and allow for extensive coverage of large sports events. To support this, a flexible design system was created to support a wide range of editorial choices.
Sports is about emotions and action, and the visual concept for the website was developed to reflect this. The design framework gives a lot of space to imagery and video for the best visual impact and bold colours, such as yellow and red, now complement the traditional blue that has been the colour of SVT Sport for many years.
