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The new PARA SPORT brand was created to support Para sport initiatives and enable Para athletes to achieve sporting excellence. When a brand is all about inclusivity, it makes sense to communicate with all senses, creating a holistic experience that can be enjoyed both visually and through sound.
Sound is the first sense we develop, so we asked ourselves: what if we were to harness this for the sound of PARA SPORT? Cue the sport sounds, audience cheers and blowing whistles. It needed to be inclusive and accessible for everyone – including vision and hearing impaired audiences. The result is a driving piece of music, a brand anthem influenced by the athlete’s journey and characterised by an orchestral score that gradually builds up to the big release. To make the direct link with PARA SPORT, we incorporated actual sports SFX sounds and integrated them in the music score.
When you have such a strong and inclusive slogan like "“Creating a world where everybody can be somebody”, an accompanying sonic identity that expresses these values cannot miss. That’s where we stepped in and created an accompanying brand new sonic identity for ESL Gaming, the world’s leading esports company and their ESL brand. Something that could be cohesive, flexible yet ownable. Oh and epic too.
The brand anthem is the full sonic identity. From A to Z, from top to toe, from start to finish. Then we extracted a memorable sonic logo from it, a shorter iteration of ESL’s sonic identity that can be used across all ESL’s touch points.
But showing is better than telling. Have a listen for yourself.
UEFA needed a chant that everybody can sing along to, a classical yet modern anthem that combines emotion and power, and a message of strength and courage for women to relate to.
And with football broadcasts being so competitive, there was a need to stand out from the crowd.
“The main challenge was to create a composition that captured the innate prestige and excellence associated with the Champions League, and a bold and progressive anthem,” says Lodewijk Pöttker, Executive Creative Producer at MassiveMusic.
We formed a female-led creative committee to provide feedback throughout the creative process. The UEFA Women’s Champions League offers a change of perspective in the narrative we’re used to. It’s time the world celebrates what women are capable of, no matter the field they operate in, singing their heart out, hand on heart.
UEFA needed a chant that everybody can sing along to, a classical yet modern anthem that combines emotion and power, and a message of strength and courage for women to relate to.
And with football broadcasts being so competitive, there was a need to stand out from the crowd.
“The main challenge was to create a composition that captured the innate prestige and excellence associated with the Champions League, and a bold and progressive anthem,” says Lodewijk Pöttker, Executive Creative Producer at MassiveMusic.
We formed a female-led creative committee to provide feedback throughout the creative process. The UEFA Women’s Champions League offers a change of perspective in the narrative we’re used to. It’s time the world celebrates what women are capable of, no matter the field they operate in, singing their heart out, hand on heart.
