ROOT Sports was a regional sports network that produced pro and college sports in the Northwest, Rocky Mountains, Southwest and Pittsburgh. After being acquired by AT&T, ROOT leadership asked my team to help them re-brand in a way that incorporates the AT&T brand into their identity and on-air assets.
More than just a logo swap, we saw the opportunity to rethink the experience and fan engagement that AT&T SportsNet is able to offer as part of AT&T. Research showed us fans now engage sports-related content across their day (not just during a game), and much of those experiences are through technologies that AT&T provides. The resulting brand idea focused on continuing to leverage the local authenticity ROOT Sports delivers, while incorporating a deeper connection to fans that AT&T makes possible.
Naming, the logo system and sonic elements connect the content to the AT&T brand. On-air design draws from mobile and social interactive conventions, and are built for expansion into mobile, social, and second screen experiences. The new branding was launched with a single change-over moment in 2017, and is now being used to produce over 1,100 games per year.