05/ — Brand Strategy & Positioning
Making sure the “Netflix of Sports” speaks one language everywhere.
At a glance
Challenge
Establish a distinctive global voice in sports broadcasting: consistent, scalable brand and design guidelines across all touchpoints, sports, markets and moments.
Approach
Brand and content strategy sprints sharpened positioning, scalable global guidelines, and a content framework rooted in fan behaviour and real-time sports culture.
Impact
Guidelines implemented globally: a brand system and content engine that lets teams move fast while staying on-brand and culturally relevant.
A distinctive global voice.
DAZN was scaling fast across markets and sports and every new market was a new chance for the brand to drift.
Driven by the ambition to establish a distinctive global voice in sports broadcasting, DAZN set out to create consistent, scalable brand and design guidelines ensuring clarity and adaptability across all touchpoints, sports, markets and moments.
Strategy sprints for scale.
Led brand and content strategy sprints to make the “Netflix of Sports” deliver one consistent, compelling identity across every touchpoint.
The work spanned sharpening the positioning, building scalable global guidelines, and developing a content strategy framework rooted in fan behaviours, platform best practices and real-time sports culture.
Sharpened positioning
Global clarity DAZN's voice made unmistakable in every market.
Scalable guidelines
A modular system that flexes across markets without losing coherence.
Content strategy framework
Rooted in fan behaviours and platform best practices.
Real-time sports culture
Aligned the system with the moments fans actually live for.
"One brand. Every sport, every market, every moment."
Global implementation.
The guidelines were implemented globally a clear brand system and content engine in the hands of every team.
Teams move fast while staying on-brand and culturally relevant: a scalable foundation that ensures consistency across all sports, markets and moments.
DAZN
Making sure the “Netflix Of Sports” has a consistent expression at every touchpoint.
Unified brand storytelling across all touchpoints, driving consistency, clarity, and fan connection at scale
CHALLENGE
A distinctive global voice
Driven by the ambition to establish a distinctive global voice in sports broadcasting, DAZN set out to create consistent, scalable brand and design guidelines ensuring clarity and adaptability across all touchpoints, sports, markets, and moments.
APPROACH
Strategy sprints for scale
Led brand and content strategy sprints to ensure the “Netflix of Sports” delivers a consistent and compelling identity across every touchpoint.
This included sharpening brand positioning, creating scalable global guidelines, and developing a content strategy framework rooted in fan behaviours, platform best practices, and real-time sports culture.
- Sharpened brand positioning for global clarity
- Created scalable guidelines across all markets
- Developed content strategy framework rooted in fan behaviors
- Aligned platform best practices with real-time sports culture
OUTCOME
Global implementation
Brand guidelines got implemented globally.
A clear, global brand system and content engine that empowers teams to move fast—while staying on-brand and culturally relevant.
A scalable foundation that ensures consistency across all sports, markets, and moments.
COMPANY
Dazn Creative
YEAR
2019
ROLE:
Brand Strategy Lead