Culver City-based creative studio House of Salt, (HOS) was recently called on to design and implement a network re-design for Fox Sports Australia.
“Twelve months ago we decided to undergo a brand review with the aim of defining what we wanted the Fox Sports brand to stand for,” said Fox Sports Australia CEO Patrick Delany. “House of Salt best understood our vision and was able to bring the new action-focused Fox Sports brand to life. They have helped launch a fantastic new look for Fox Sports Australia that has been well received by our viewers.”
House of Salt came up with a contemporary image and a refined voice that is both sophisticated and human. The company’s concept of combining larger-than-life panels with a magnification tool was meant to underscore Fox Sports as a leader in bringing the fans closer to the game.
“We were inspired by the network’s efforts to create a unique, fan-centric viewing experience,” explained HOS creative director Eric Fulford. “Our optical magnification technique became the visual metaphor to support the idea of bringing fans closer to the game. The magnification works in conjunction with a system of simple, elegant light panels that are the foundational design elements in the package.”
“Our modular approach meant the design could live not only in broadcast, but also digitally, in print or in practical settings,” said HOS creative director Ian Douglass. “Ultimately, we created a system that could be imagined outside the screen.”
According to Mark Simmons, creative director at Fox Sports Australia, “We set out to create an entertaining experience with a broad appeal – House of Salt fulfilled our expectations as promised.”