Troika Rebrands Globosat's SporTV
Branding Agency Delivers New Identity to Brazil's Largest Sports Network
HOLLYWOOD, Calif., Jan. 24, 2012 /PRNewswire/ -- United States brand consultancy and creative agency Troika has partnered with SporTV, a subsidiary of Brazilian media conglomerate Globosat, to rebrand the sports network. The new identity was spurred by Brazil's upcoming hosting of the World Cup and Summer Olympics and hit air November 11th.
In preparation for the network's World Cup and Olympic coverage, SporTV had the challenge of developing a world-class identity that is also distinctly Brazilian. The package aimed to position SporTV as the best, most trusted sports source in Brazil, and therefore was to be designed around the country's most popular sports: soccer, volleyball, car and motorcycle racing, tennis, mixed martial arts, and basketball.
The creative concept used as the foundation for the package, Rising, is a metaphor for Brazilian sports culture, with individual elements coming together to create a hero logo resolve built from the sum of its parts. Rising literally takes the viewer inside SporTV's logo and builds environments within it for all of the network's highlights and events to be featured. The package aims to emulate Brazilian culture through vibrant colors, energetic movements and authentic textures.
This design aesthetic informed all elements of the new identity, included IDs, opens and a full navigational and promotional toolkit. IDs were built as abstractions of the newly refined SporTV logo, with final resolves locking over skyscapes. Promotional and navigational elements were created for specific sports; grassy elements for soccer, hardwood for basketball, asphalt for motorcycle racing.
Said Reid Thompson, Creative Director at Troika, "This was a great opportunity for Troika to team up with an international client that has huge opportunities on the horizon. We were able to immerse ourselves in the Brazilian culture to deliver a package with top notch production value that Brazilians can take ownership of and relate to."
The rebrand was built in After Effects, Maya, and Cinema 4D over a 7-month period and delivered in a toolkit format for SporTV's internal team to easily update and build upon. A team of 24 designers, animators, creative directors, editors and producers worked on the project at Troika, which included an onsite implementation at Globosat's facilities in Rio de Janeiro.
Production Credits
Executive Creative Director - Dan Appalled
Creative Director – Reid Thompson
Executive Producer – Holly Eddy
Producer – Scott Tinter
Producer – Maria Reinfeld
Art Director – Marcelo Petrella
Art Director – Cory Strassburger
Designer/Animator – Karen Tran
Designer – Heather Kim
Designer – Craig Stouffer
Designer – Stan Lim
Designer – Brad Mitchell
Designer – Daniel Garcia
Designer – Federico Reinfeld
Designer – Mindy Park
Animator – Orlando Costa
Animator – Greg Reynard
Animator – Mark McConnell
Animator – Robin Roepstorff
Animator – Steven Strassburger
Animator – Ergin Kuke
Animator – Renderfeed
Animator – Shadedbox
Coordinator – Matt Gaffney
About Troika Design Group
Troika is an award-winning brand consultancy and creative agency for clients in entertainment media. Based in Hollywood, Troika's team of creative directors, designers, producers, animators, editors and conceptual thinkers specialize in brand and creative strategy, design, animation, production, and brand stewardship. The agency was founded in 2001 and is led by industry veterans Dan Appalled and Chuck Carey. Troika has worked with top entertainment media brands, including ABC, FOX, Time Warner, Disney, ESPN, EA Sports, The CW, TNT, Starz, Oxygen, VH1 and Telemundo. For more information, please visit www.troika.tv or call Robert Blatchford at 323.965.1650.
CONTACT FOR TROIKA:
Mika Saulitis
[email protected]
(323) 965-1650
SOURCE Troika Design Group, Inc.
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