When |drive| was contacted in 2015 by David Hill, the former FOX executive, to help him brand his new production company, Hilly, Inc., we were honored to get the nod. |drive| developed a comprehensive identity system including, stationery, environmental/office graphics, and an animated logo signature.
One of the unique aspects to the Hilly logo is the “boomerang” accent which dots the letter “i”. This subtle, yet appropriate, detail hints at Hill’s Australian heritage.
Stationery System & Environmental Graphics
Early Logo Sketches
Animated Signature Concepts
NBC Sports called on |drive| to design and direct the update to their comprehensive info graphics system. The challenge was to not only reduce the weight & “noise” of the previous system, but it also was paramount to design a system that could expand for the largest of productions & contract to a smaller scale events.
For the re-direct of their UFC programming presentation, FOX SPORTS challenged |drive| with designing a live-event stadium feel without using stadiums and literal environments. We created a electric environment utilizing simple lines to mimic scale, depth, & a large scale environment.
Troika approached |drive| to design an innovative solution for all seven TWC News’ outlets nationwide. From logo design, a news insert system, and identity graphics; |drive| engineered a comprehensive identity system that remains effective over several regional platforms.
KNBC called on |drive| to design, produce, & technically direct an integrated and day-parted graphics system. Our solution was customized to not only work in conjunction with KNBC’s current on-air identity, but it also expands from their package and allows flexibility throughout the news day.
Augmented Reality Concepts
Colin Cowherd’s much anticipated radio simulcast show “The Herd” launched with a complete set of identity graphics designed & directed by the creative team at |drive|. Our role included overall show branding, logo design, live-action direction, design & animation of motion graphics/effects and set design consultation. Inspired by Colin’s bold decision to change networks & coasts, the signature language of “The Herd” takes over the landscape signifying Colin’s total immersion into LA.
“The show addresses the tone and intention of the brief in a ‘FOX’ way. Totally on brand.”
– Gary Hartley, Executive Vice President/Creative Director, FOX Sports Media Group
Photo Shoot Direction
Showtime Championship Boxing has had a long run at being at the forefront of the biggest & best boxing match-ups in the industry. |drive| was delighted to be selected by Showtime Sports to re-launch their insert & scoring systems in order to bring a more consistent & bold presentation of their high profile events. The package consisted of a full platform of elements which are anchored by a re-designed & streamlined score bar. Our approach advanced the on-air presentation & conveys the premium product that the Showtime audience has grown accustomed too.
In 2015, |drive| took a swing at designing the graphic package for the FOX Sports’ broadcast of the 115th U.S. Open and subsequent USGA broadcasts. The main focus was to attract a new and younger audience, while preserving the class and prestige of the USGA brand. Ultimately, |drive| designed a multi-tiered logo system and graphics package that both reflects the values of the USGA and the progressive mindset of FOX Sports.
|drive| teamed up with TROIKA once again – this time designing a system that focused on immersing MSG viewers with their home teams. Within the on-air identity system, we implemented a “Fan First” philosophy with a high contrast/team color editorial style that personified MSG’s “United We Watch” mantra. Amplified color, image, & typography connect the viewer to their team’s tribal spirit. In addition, distinct team logo forms become the “Source Signature” that intrinsically bonds the fans to their team.
“Source Signature” Logo Concept
Final Package Elements
All of us at |drive| were thrilled to be an integral part of the 2015 Women’s World Cup team at FOX Sports that was awarded 37th Annual Sports Emmy® Awards for OUTSTANDING PRODUCTION DESIGN/ART DIRECTION & OUTSTANDING TECHNICAL TEAM STUDIO.
What is most thrilling for us is that this project was much more than your typical live-event package. On this project, |drive| was charged with initiating and developing a graphic theme which threaded throughout the entire Women’s World Cup presentation; including a stunning and comprehensive identity package for the studio broadcasts, an on-air promotional system, monitor graphics, physical set pieces, & large scale environmental prints. Many of our elements were used in the JHD Group’s set creation at Jack Poole Plaza, FOX Sports’ Vancouver production hub for the month long event.
The overall concept, entitled First Nations, was generated to communicate the international flavor of Vancouver as the host city, link the indigenous culture of Canada to this world event, and celebrate the grandeur of the 2015 Women’s World Cup.
Broadcast Graphics Package
The overall system of animation provided FOX Sports with the hard working and functional elements of the package. This system also established a base for the promo, set enhancement, and monitor graphic systems.
Integrated Promotional Package
Along with the live-event graphics, |drive| created a complementary promo system that threaded the First Nations live-event package throughout the month-long event.
Set Dressing, Prop Design, & Set Enhancements
In addition to the live-event and promo graphics the First Nations concept established an overall mood of the set that carried throughout the broadcast. This included 3D sculptures, themed pillows & carpeting, a 1200 square foot window decal, & crowd barriers.
The monitor graphic system of animation was designed to work not only within the World Cup studio broadcast, but also to serve as an exciting, informative, and branded environmental display seen by the many fans that congregated daily at Jack Poole Plaza.
All of us at |drive| would like to thank Gary Hartley & team for the opportunity to be a part of this historic event!