Troika Rebrands Globosat's SporTV

Troika Rebrands Globosat's SporTV

Branding Agency Delivers New Identity to Brazil's Largest Sports Network

HOLLYWOOD, Calif., Jan. 24, 2012 /PRNewswire/ -- United States brand consultancy and creative agency Troika has partnered with SporTV, a subsidiary of Brazilian media conglomerate Globosat, to rebrand the sports network. The new identity was spurred by Brazil's upcoming hosting of the World Cup and Summer Olympics and hit air November 11th.

In preparation for the network's World Cup and Olympic coverage, SporTV had the challenge of developing a world-class identity that is also distinctly Brazilian. The package aimed to position SporTV as the best, most trusted sports source in Brazil, and therefore was to be designed around the country's most popular sports: soccer, volleyball, car and motorcycle racing, tennis, mixed martial arts, and basketball.

The creative concept used as the foundation for the package, Rising, is a metaphor for Brazilian sports culture, with individual elements coming together to create a hero logo resolve built from the sum of its parts. Rising literally takes the viewer inside SporTV's logo and builds environments within it for all of the network's highlights and events to be featured. The package aims to emulate Brazilian culture through vibrant colors, energetic movements and authentic textures.

This design aesthetic informed all elements of the new identity, included IDs, opens and a full navigational and promotional toolkit. IDs were built as abstractions of the newly refined SporTV logo, with final resolves locking over skyscapes. Promotional and navigational elements were created for specific sports; grassy elements for soccer, hardwood for basketball, asphalt for motorcycle racing.

Said Reid Thompson, Creative Director at Troika, "This was a great opportunity for Troika to team up with an international client that has huge opportunities on the horizon. We were able to immerse ourselves in the Brazilian culture to deliver a package with top notch production value that Brazilians can take ownership of and relate to."

The rebrand was built in After Effects, Maya, and Cinema 4D over a 7-month period and delivered in a toolkit format for SporTV's internal team to easily update and build upon. A team of 24 designers, animators, creative directors, editors and producers worked on the project at Troika, which included an onsite implementation at Globosat's facilities in Rio de Janeiro.

Production Credits

Executive Creative Director - Dan Appalled

Creative Director - Reid Thompson

Executive Producer - Holly Eddy

Producer - Scott Tinter

Producer - Maria Reinfeld

Art Director - Marcelo Petrella

Art Director - Cory Strassburger

Designer/Animator - Karen Tran

Designer - Heather Kim

Designer - Craig Stouffer

Designer - Stan Lim

Designer - Brad Mitchell

Designer - Daniel Garcia

Designer - Federico Reinfeld

Designer - Mindy Park

Animator - Orlando Costa

Animator - Greg Reynard

Animator - Mark McConnell

Animator - Robin Roepstorff

Animator - Steven Strassburger

Animator - Ergin Kuke

Animator - Renderfeed

Animator - Shadedbox

Coordinator - Matt Gaffney

About Troika Design Group

Troika is an award-winning brand consultancy and creative agency for clients in entertainment media. Based in Hollywood, Troika's team of creative directors, designers, producers, animators, editors and conceptual thinkers specialize in brand and creative strategy, design, animation, production, and brand stewardship. The agency was founded in 2001 and is led by industry veterans Dan Appalled and Chuck Carey. Troika has worked with top entertainment media brands, including ABC, FOX, Time Warner, Disney, ESPN, EA Sports, The CW, TNT, Starz, Oxygen, VH1 and Telemundo. For more information, please visit www.troika.tv or call Robert Blatchford at 323.965.1650.

CONTACT FOR TROIKA:
Mika Saulitis
Mika@troika.tv
(323) 965-1650

SOURCE Troika Design Group, Inc.

Troika Design Group, Inc.

Web Site: http://www.troika.tv

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