News Corp has launched a new sports news platform featuring brand creation and design by independent agency, The Royals.
The new ‘CODE’ brand will highlight the best in Australian long form sports reporting, as well as access to podcasts, newsletters, and more News Corp sports coverage across a brand new website (codesports.com.au) and app.
The Royals built the CODE brand from scratch, constructing its name, audio mnemonic, launch advertising campaign, and general brand design, including the logo and the look and feel.
The new brand was designed for the most diehard sports lovers, particularly those not merely satisfied with stats and replays, but hungry to know more, such as a particular game’s legacy, the journey of the players, and what happens after the whistle is blown.
The Royals-designed launch campaign – with the tagline ‘Unlock the stories of sport’ – features advertising across TV, radio, and digital platforms. It follows a teaser campaign of street posters, murals and stencils across Aussie cities.
“True lovers of sport are always trying to go deeper, to understand the story behind the moment. CODE unlocks those stories – whatever code they follow,” Brendan Collogan, director of subscription at News Corp, said.
“The Royals have been an integral part of the CODE team from the early days, working to develop the brand from its infancy and we couldn’t be more excited about where we have landed.”
The Royals ECD Stu Turner added: “It’s been incredibly rewarding to develop the CODE brand from scratch.
“Being able to truly craft how a brand looks and lives in the world, together with the team at News Corp, has resulted in something we’re extremely proud to deliver to sports lovers across Australia.”
CREDITS
Creative company: The Royals
Production partners: Bang Bang Studios, Franky, Collider
Director: Glenn Stewart
Executive Producer: Karen Bryson
Editor: Phoebe Taylor
Colourist: Matt Fezz
Animation: Collider Studio
Music composition: Tristan Dewey
Sound Design: Sam Hopgood
Sound production: Polly McGregor & Holli Dee
