Humanising a Sport Brand to Reconnect.

A complete brand and positioning overhaul for Australia’s Leading Sports Channel. We created a new language to engage, educate and guide audiences through a wide range of content and platforms

The new look is sharp, modern and clear. Real athletes are shot and shown in real situations. The audience feels their anticipation and passion personally. They are connected. The tag line - WE ARE - is aspirational yet simple.

Branding Development

When FOX SPORTS Australia launched a refresh of its brand to coincide with the 2015 season and the revamp of their new channel line up, the network commissioned Executive Creative Director Jean-Christophe Danoy to consult. Jean-Christophe worked alongside FOX SPORTS CEO Patrick Delany and the broader FOX SPORTS team.

The direction was to produce as much as possible internally so that the FOX SPORTS team would live and breathe the refresh experience and remain united with the new concept. It was a mammoth effort between the teams in Melbourne and Sydney across nine months.The new look is sharp, modern and clear. Real athletes are shot and shown in real situations. The audience feels their anticipation and passion personally. They are connected. The tag line is aspirational yet simple.

I AM …. WE ARE FOX SPORTS.

Fox Sports Extended Package

Jean-Christophe worked with FOX SPORTS’ internal teams to develop the branding for all their major assets:

AFL, NRL, A-League, Rugby, Motorsport and Extreme Sports – for FOX SPORTS 1, 2, 3, 4, 5 and FOX FOOTY,

plus preparing the roll out of a new look FOX SPORTS NEWS. The core concept honours the emotion of sport and the emphasis on athletes as heroes. The heroes and their fans connect and are connected by their love of sport. For FOX SPORTS’ viewers sport is a celebration and a release from everyday life. It connects them through their passion of the game and their teams/heroes. There’s a sense of joy in that connection and inclusion.