Sky Creative undertook the task of rebranding their portfolio of entertainment channels comprising of Sky 1, Sky Atlantic, Sky Arts and Sky Living. Working with the brand team within Sky Creative, we created a simple, robust and fluid navigation system which could house all of these exciting channel brands providing the audience with a seamless, flowing viewing experience through the breaks.
THE LINE DEVICE
To unite the portfolio of entertainment brands, the line device became the starting point for everything to motivate from. This mechanic was inspired by the dividing line that exists in every Sky entertainment logo between the master and sub-brand. It acts as a simple but effective tool that anchors all messaging within a layout.
THE NAVIGATION SYSTEM
Using the line device as the epicentre for every design layout ensured a consistent design language across all navigation, from promo endboards right through to menus, DVEs and lower thirds. This became the trigger for all elements to animate from and would provide the viewer with a simple cue on screen where information would appear.
INTEGRATING PRODUCTS
One of Sky’s additional challenges was to embed a range of product offerings into the entertainment portfolio. The simplicity of the OSP system allowed heavy cross-promotion of Sky's other properties such as on demand services on Sky Store, Sky Box Sets and Sky Go as well as Catch Up TV. It also provided a robust framework for future product innovations to seamlessly integrate into the design system.
BRAND GUIDELINES
In addition to the core on-air deliverables, a set of detailed brand guidelines were created to demonstrate the individual identities of each brand, while also capturing the detailed specifications of how to implement the wider network. This work resulted in a set of both printed and digital handbooks, which were circulated across the local and international territories.
CREDITS: SKY CREATIVE
Director of Brand & Creative: Liz Darran
Executive Creative Director: Simon Buglione
Creative Director, Design: Ceri Sampson
Design Directors: Alex Haley, Sonia Lamba-Tucker
Design Manager: Toasty Kunheim
Producers: Louise Braham, Sue Dhaliwal, Dan Robinson
Rebrand Controller: Lydia Goomansingh
Designers: Mark Todd, Sam Harvey, Graham Joy, Julian Martin-Samos, Gareth Tansey, Regan Wai, Hywel Williams
CREDITS: SKY 1 BRAND ELEMENTS
Production Company: Passion Pictures
Director: Polynoid
CREDITS: SKY ARTS BRAND ELEMENTS
VFX: MPC
TRACK: Galantis - Peanut Butter Jelly