Description:

Our brief was to enhance the presentation and narrative of each live sporting event, to improve brand recall, and create a more premium visual storytelling for sport audiences.

By refreshing the Sky Sport visual identity we took the opportunity to strengthen the brand experience for SKY sport viewers. Our design principle was based on 'First Light', a unique concept distilled from a special national insight; Aotearoa’s Mount Hikurangi is the first place in the world to catch the sunrays of a new day.

The diagonal First Light shape was derived from the Sky logo and Rangiata Sky’s Māori niho patterns were incorporated to evoke strength, leadership, and resilience. Together, these design elements were combined to create an abstract Silver Fern, giving Sky Sport the distinctive and proud visual signature of Aotearoa New Zealand.
This was a crucial element to add a national flavour to the content to SKY’s overseas broadcasts.

To reflect and celebrate New Zealand’s national identity within the package was a privilege that we didn’t take lightly. We were aware of how sport is consumed and wanted to underpin our design system with something more meaningful to the audience. Sport is a passionate unifier in Aotearoa and we wanted to visualize that with the concept of ‘First Light’.