Eurosport Rebrand

UX/ UI / Design Strategy

Eurosport completed a major re-brand for its Direct to Consumer products in 2020, moving to a new, bold, modern identity. I helped shape the new brand direction, and then owned the digital execution of the new brand.

 

Background

The re-brand project was initially led by the Eurosport Brand team, collaborating with key stakeholders across the wider business. I was personally part of the select team who reviewed, and selected the final brand approach. The new Eurosport identity was bold, gritty and deliberately chosen to contrast with other sports broadcasters and media.

 

The external agency R/GA was engaged to deliver the high-level brand approach, which was adopted across the wider Eurosport business. I personally worked directly with the external agency to refine the brand, ensuring that the basic approach could be extrapolated by my team into the final digital execution.

 

Execution

Once the over-arching brand guidelines were agreed, my Design team got to work on the digital execution. We delivered every element of the new brand for responsive web, native apps, and Connected TV. Thousands of layouts and variations of components were explored, to best portray the new brand within the limitations of each format and technology.

 

Each element of the new Eurosport experience was perfected to the tightest detail. Each component worked both within its own context, and maintained consistency across all of Eurosport's varying platforms.

Accessibility was another key concern, ensuring that each part of the digital execution such as colours, typography and imagery conformed to AA Accessibility standards.

Initially a detailed digital style-guide was prepared and published by my team, for use across all the technical teams in the inital build. Thereafter, I presented a business case, and won funding for, a full Digtial Design System. This online site takes the guidelines further, integrating with technical teams to ensure seamless design handoff and far greater efficiency.

 

Results

The new Eurosport brand was launched as part of the Single Destination project, delivering UX improvements at the same time. It is now live across Eurosport’s responsive website, iOS and Android Apps, and Connected TV Apps.

The new brand has been extensively praised, with positive customer feedback increasing month on month since the launch. Moreover, the Eurosport Digital Style-guide and Design System have already delivered large gains in efficiency, with design and development showing over 20% reduction in time spent.

The new Eurosport brand in responsive web and apps

The new Eurosport brand in Connected TV