As part of the Sky Bet Visual Identity project, I helped shape and develop a brand new creative system designed to give the brand a more distinctive and ownable presence across every touchpoint.

The work was built around Motion Energy, a visual language inspired by the energy, drama and movement of sport. I worked across the identity system, developing how the idea translated into typography, colour, imagery, graphic devices and motion. A key part of the work was creating a system that could flex between large-scale campaign work and everyday communications, while maintaining a recognisable Sky Bet character. This included developing the visual principles, exploring creative applications and directing the rollout across production.

Photography: Nick Eagle