Sky

Sky Sports has been the leading sports broadcaster in the UK for the last 26 years. From the first Premier League game to England’s Ashes triumphs, they always brought all the drama and emotion to the ones who count – the fans. Now, Sky Sports was changing. In 2017, they repositioned themselves as a new channel offering complete control to its customers by creating nine dedicated sports channels that get the fans closer to the sports they love.While briefly working as a freelancer, I was engaged by Nomad, the agency tasked with revamping the brand, to help work on the overall brand statement and supporting copy (the look and feel had already been developed), to bring the refreshed channel to life. The work avoided cliched celebratory moments, electing instead to show the grit, pain, passion and for some, the inevitable disappointments sport can bring to the dedicated fan.