Key Dates
Image Credit :
Project Commissioner
Project Creator
Project Overview
Empowering teams, players and fans all across the world to connect with their game.
Team
Stuart Lang: Creative Director Matt Walpole: Design Director Paul Bailey: Strategy Director Joe Jackson: Junior Designer Rachel Dean: Client Director
Project Brief
Every club deserves to be followed by its fans. Every fan deserves to be able to follow its club. Originally, MyCujoo was a football streaming service, working with federations outside the ‘big’ leagues and clubs to revolutionise the way people around the world could watch the sport. The brand's goal was to evolve from a broadcast platform to a true community platform. Our challenge was to redefine their offering and brand – moving MyCujoo to a bold and dynamic community platform where anyone around the world could create, share and view sporting content.
Project Innovation/Need
Our aim was to define a powerful sense of belonging and ownership by people who love their game. Sport is tribal, and at the heart of a tribe is people – ‘the fabric of their sport’. Because people identify with their club through their team kit, badge, patterns, and colours, we created a plethora of MyCujoo shapes, patterns, and colours – all inspired by the local shirts, scarves, flags and markings adopted by sports clubs and teams across the world. Opening up the visual language, we empowered people to select their own unique combinations – allowing them to develop an ownership of the brand by creating individual MyCujoo identities.
Design Challenge
A key consideration for the project was implementation - We Launch’s remit was to redefine its offering and brand with MyCujoo’s internal team, taking responsibility for rolling out the brand across the platform and communication channels. As a result, it was important we created a flexible brand toolkit to support the MyCujoo internal design team in their implementation. This also included hosting a number of workshops to stress test the brand assets and ensure that worked as effectively and efficiently as possible.
Effectiveness
We have shaped a disruptive new global community-focused platform with an inclusive, authentic, bold brand fit for the future. A future that will see MyCujoo democratising sport all across the globe, and where anyone around the world can create, share and view football content. Since its launch in April 2019, MyCujoo has seen increases in direct traffic (192%), organic search (94%) and the number of users (106%). With a growing community, MyCujoo now has an inclusive, bold brand that will continue democratising sport and enabling people to share their game.
Graphic Design - Identity and Branding
This award celebrates creative and innovative design in the traditional or digital visual representation of ideas and messages. Consideration given to clarity of communication and the matching information style to audience.
More Details