Sony Sports Ident
A new brand identity and accompanying video for the broadcast channels for Sony Sports, capturing their commitment to delivering exceptional sports content.
Service
Motion Design, Art Direction
Client
Sony Pictures
Year
2023
During my time at Firefly, we were thrilled to collaborate with Sony Sports on their rebranding project, resulting in a new video that reflects their brand essence. Sony had already completed the process of choosing their logo and colors. We were responsible for conducting a series of workshops and interviews to gain a deep understanding of Sony Sports' goals, values, and target audience. The accompanying video was produced along their new brand guidelines using high-quality footage that was filmed with real actors to showcase Sony Sports' commitment to delivering exceptional sports coverage.
In Ancient Chinese philosophy, yin and yang is the idea of dualism, that seemingly opposite or contrary forces may actually be complementary, interconnected, and interdependent in the natural world. We applied similar philosophy to sports where in every player meets his or her nemesis in the game. We went about creating the entire set of collaterals (Astons, Substings, etc) based on this design principle.
