Eurosport has launched its global channel rebrand, with DixonBaxi and MassiveMusic teaming up to create a new audio-visual identity. With DixonBaxi designing the visual elements of the worldwide refresh, MassiveMusic’s London and Amsterdam offices worked together on the new sonic branding, sound design, music composition and audio post production for the campaign. The new channel branding is a bold, progressive approach for Eurosport as it attempts to break the norms of the mainstream broadcast landscape.
Lodewijk Pöttker, our producer on the job, comments: “Unlike the polished, smooth branding of other channels, Eurosport dares to stand out. The combination of the music and visuals evokes a raw, direct and lively feel, where the sound design is like a sculptured foley that pulls the viewer deeper into the sports momentum.”
We recorded a number of live and percussive instruments for the campaign’s musical production, maintaining a human element within the lively sound by adding vocals. Alongside the music, the team created a layer of sound that pulls the viewer deeper into the ‘peak moment’; putting them alongside the athlete as if they’re in the gym, the stadium or on the road.
Just like the visual identity, which includes the brand’s logo, colours and font types, a sonic identity is a powerful brand builder, and one challenge that we faced was to create a strong, memorable sonic identity. Lodewijk explains: “Sonic branding is a powerful tool when telling a company’s story, and Eurosport wanted to have a mnemonic that could be used a lot without becoming irritating to the viewer, so we created a rhythmical, percussive ID in which sound design is layered on top to creative a diversity in sound across a variety of separate elements.”
We utilised our global network to cope with the scale of the project and to handle the vast number of complex deliverables. With Eurosport based in Paris, the collaboration between our London and Amsterdam offices aided the cross-border relationships, tapping into a diverse pool of talent possessing the ability to cater to the different types of production needed.
The project continues MassiveMusic’s collaborative relationships with both DixonBaxi and Eurosport. Paul Reynolds, MD of MassiveMusic London, comments: “We’ve been fortunate enough to work with DixonBaxi on number channel identity rebrands, including the UKTV Watch launch, as well as rebrands for UKTV Yesterday, Canal Sony and 13th Street, while our relationship with Eurosport goes back to us completing their last global rebrand in 2011. The unique relationship was one that was entirely open and collaborative, with all parties working and communication freely together for the common goal.”
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