Built from the ground up, the direction was designed to have a premium feel while drawing inspiration from the fundamental theme of ‘cinematic’. This is reflected through photography, videography, tone of voice, all brand elements with strategic utilisation of branding elements to elevate the overall aesthetic.
Services
Client
Year
Website
Challenge
Sky wanted to differentiate Early Careers from the core brand, while being unmistakably 'Sky'.
The copy re-directed the core ‘believe in better’ tagline to align with the essence of early careers at Sky. From this, ‘The Spark’ visual identity was born. The spark represents the magic of new beginnings while simultaneously highlighting the key copy. Great ideas, and great careers, all start somewhere.
The Spark also allowed us to bring in the Spectrum which needed to be present on all assets. As a visual device, it works to illuminate the diverse range of people, products and projects that make up the Early Careers universe. Its light, bright, optimistic and cinematic – in motion and in static.
The Device
The Spark was designed to complement our photography, rather than distract from it.
Created from the master brand spectrum, the Spark is made up of 59 flare, five spectrum and countless particle elements. Due to this, there are specific locations for the core Spark, these fall at 25%, 50%, 65% and 82%.
Application
To bring 'The Spark' to to Sky's 'white world' we developed 'The Particle System' allowing us to bring a bright, dynamic element that felt cohesive. As a motion-first system, the particles work their way across the screen with pre-defined movements. Copy is always front and centre, centralised and housed with comfortable space around it.
The system was broken into three defined moments to reflect the brand pillars:
Depth (Make a difference)
The fractal movements evolve and transform, conveying a sense of infinite possibilities, growth and diversity.
Viscosity (Never stand still)
Used to represent curiosity, slowing to explore potential opportunities.
Calm (Be yourself)
Moments of reflection.
Depth (Make a difference)
Viscosity (Never stand still)
Calm (Be yourself)
Full 91 page brand guidelines document
Full
91 page
brand
guidelines
document
Application in Video
The cinematic thread was brought to life in our photography through the use of depth. Shallow depth and angles to highlight the individuals and hero of the frame. Careful colour grading ensured the images were vibrant yet not oversaturated.
We continued this thread in all video content through the use of expansive vocabulary, angles and shallow focus with the addition of transitions that add depth and flow seamlessly into the work Sky produces.
Integrated into all aspects of the Early Talent Brand.
Hosting the brochure online allowed us to bring full motion into every aspect of the design. From simple page animations to bringing the particle system into otherwise flat documents.
Integrated into all aspects of the Early Talent Brand.
Hosting the brochure online allowed us to bring full motion into every aspect of the design. From simple page animations to bringing the particle system into otherwise flat documents.
