Rebranding BBC Sport is a big sweaty beast of a job. Multiple programme brands, multiple channels, multiple platforms - it's enough to make you run 26.2 miles in the opposite direction. Luckily we're made of sterner stuff. And we love sport - well, we know the offside rule anyway. So when BBC Sport passed us the branding baton, we girded our groin strains and skipped merrily up to the plate.

Seriously, BBC Sport produces world renowned content, so it was vital they had a brand identity that matched their reality and their future aspirations. Our ambition was to position this brand as the primary home for this content and to drive kudos and value achieved by the programming back to the brand.

As a huge proportion of that programming is broadcast in real time, it was essential that we created a brand identity package that would work in a very live environment. Thus we developed an integrated selection of elements including a hallmark, a family of colours and a robust grid system.

Directed by an attitude of "bold, focused, simple", the graphics possessed a powerful clarity that very quickly became synonymous with the brand.