Fragmented to Formidable:
A Sport Channel Makeover

Evolving South Africas favourite sports brand from disjointed parts into a new cohesive brand and visual identity.

Agency

Interbrand

Project

SuperSport South Africa

My Role

Senior Brand Designer

Area of Expertise

Communication Design, On-Air Broadcast

The Challenge

SuperSport, a leading sports broadcaster for DSTV in South Africa, had grown across various media plat-forms beyond broadcasting (apparel, sports teams, sporting equipment et al). This expansion led to a dilution and incon-sistency of their branded assets and on-air identity; thereby weakening brand recognition and positive consumer asso-ciations. Additionally, the lack of cohesion drove production costs into the red as they struggled to maintain consistency.

The Approach

By leveraging the equity the brand had built over years of broadcast, we set out to update the extended brand elements, while refreshing the core assets that viewers and stakeholders already knew and trusted.