The Winter Games

´Home of the Olympics` establishes the beginning of a long-term partnership between Eurosport and Discovery, with the coverage of the Winter Games in PyeongChang across all platforms. I was asked to create the whole Identity in a way that would engage a younger audience while taking inspiration from south korean cultural style throughout all channels.

The commitment between Eurosport and Discovery started in 2018 with the goal of transforming the Olympic Games experience and the intention of reaching younger audiences through multi cross-platforms. The coverage of the PyeongChang Olympic Winter Games 2018 had to not only seduce younger generations while still providing high-quality content but also bring some of the cultural context where it would take place, the South Korean vibe.

Agency

AKQA

Client

EUROSPORT

always ON

con

cept

THE GAMES ARE ALWAYS ON

I was working at AKQA London when we got to pitch for this project and I was made responsible for the animation & sound brief, graphic design and overall visual Identity, teaming up with some badass copywriters under the supervision of the Creative Director Masaya Nakade.

I started looking at both identities: PyeongChang Olympics and Eurosport shared similarities as they both were simple multi-colored geometrical structures. So I imagined the whole Identity and Branding could exist in a graphical universe with these two combined. That way, I created patterns, layouts and even a customised font to design all deliverables.

The team came up with the idea The Games are Always ON, and that led me to create loopy infinite visuals and a concept of a visual clock for the countdown until the event, where the diagonal line moves like a clock to reveal more content, using cool copy lines like "36 kicks to go".

Inspiration

I wanted to bring some edge to the whole campaign and some of my inspiration was the k-pop eccentric vibe and its aesthetics. Neons meet straight diagonal lines with a strong condensed customised typeface, taking inspiration from the Eurosport´s logo itself, as the structure and matrix of the logo´s star became the grid to generate several layouts for all sort of screens and content.

Ana Pais

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