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Design

Sports Direct | Retail | Social

SPORTS DIRECT

Concept Development / Key Art / Typography
Agency: Cowshed

BRIEF

Sports Direct wanted to refresh the visual identity of its YouTube series A Game of Two Halves, creating a stronger graphic system that could extend beyond the title sequence into the wider programme.

SOLUTION

Beginning with an exploration of typography and inspired by classic football tactics boards, I developed a contemporary visual identity combining bold type with hand-drawn graphic elements, and extended the visual system from the title sequence across the show’s on-set graphics and supporting assets, creating a consistent identity throughout the programme.

Original design
Incorporation with football-related graphics
Experimenting with the graphical representation of ‘half’
Chalkboard graphics as used in old-school tactical explanation

Game show graphics

The visual language established in the title sequence carried through to the in-show graphics, creating a cohesive identity through shared typography, colour and hand-drawn chalkboard elements.

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MORE WORK

VOX CINEMAS + IMAX / Social, Key Visuals, Banners

Rohit Sharma | Senior Designer & Lettering Artist