Eurosport ‘Home of Cycling’ - Identity, Live Race Experience
With the Grand Tour season now in full swing, Eurosport has redoubled on their efforts to deliver the most significant and most immersive race experience yet. Covering over 2,500 hours across 200 days of live cycling, from more than 110 professional events, Eurosport remains the undisputed ‘Home of Cycling’ in Europe for all passionate fans of the sport. DixonBaxi and Eurosport have partnered once again to create a stand out identity and live race system for all cycling content across digital and on air.
Celebrating their commitment to the fans, Eurosport will treat the audience to an enhanced in-race experience, getting them closer to the peloton - and their heroes - than ever before.
An augmented race experience.
To create a 360° cycling sensation, DixonBaxi was tasked to devise a high performing graphics system to deliver context and storytelling from within the race, and for all related programming and digital content that surrounds it.
Featuring a suite of show branding, titles and post-race analysis tools; systems to deliver a better understanding of riders and help the fans connect better with their heroes, and an overarching identity to demarcate all cycling content in the Eurosport brand space.
Allez! Allez! Allez! A fully live race system.
It is crucial that the fan never loses contact with the live race action. So we devised a fully active and responsive ‘live squeeze’ system. This gives Eurosport the opportunity to deliver their expertise and deploy it when and where the fan needs it, conveying their own contextual race commentary.
It comprises: colour-coding to tie in with the race at hand; an icon suite to pinpoint critical moments and data-sets; team and race jerseys to drive team/rider recognition and highlight the most successful riders at any given moment; maps, topologies and course infographics that communicate in-stage contests, mountain grades and waypoints with total clarity; data-rich rider profiles, from simple face, team and race number detail that encourages rider recognition, to more contextual settings with key facts and figures; and multi-screen grids that allow post-stage interviews, replays and archive to run alongside the active live pictures. The augmented experience will enable fans to follow their heroes without ever leaving the live race.
A design language that amplifies the sport.
We also delivered context setting assets for pre and post race analysis including programme branding, titles, signposting and data-rich graphics assets.
Titles and social-media-ready kits celebrate the vibrancy of the race and the passion of the fans and feature a custom-made font. We drew inspiration from the painted messages that are synonymous with the greatest cycle races in the world and made a headline font with a bold, hand wrought feel that looks like it’s been rolled right onto the asphalt.
Pictograms, inspired by the brand typeface, have been crafted to communicate key race events - from victory to abandonment as well as topological and course features such as cobblestones, climbs or sprints. These are key to multi-lingual broadcasts and social streams and enable instantaneous communication across all the territories.
Le Grand Depart.
With Le Tour De France rolling out 28th JUNE 2018 and a potential xxxmillion fans to reach. Eurosport’s commitment to the very best, most gripping fan experience is once again evident.
