Interbrand had just eight weeks to brand and launch new basketball streaming platform Skweek, which is a hub for EuroLeague Basketball matches, as well as sports commentary around the games. According to Interbrand, the aim was to package and present European basketball in a manner closer to the NBA, and “create something that comes from the culture, lifestyle and game itself rather than the federations that govern it.

The agency took squeaky sneakers – evidently the most beautiful sound in the world for basketball fans – as a starting point, using it as the impetus for the streaming service’s name, and a guiding philosophy for the energy of the brand.

Punchy motion design sits alongside more functional elements such as in-game graphics and type, which translate Skweek’s branding across streaming, digital, merch and courtside environments. Interbrand’s visual identity even inspired an influencer campaign, similarly revolving around squeaky sneakers.

Credits:
Skweek
Category: Brand Identity, Launch
Entrant: Interbrand
Client: Fedcom
Design Studio: Interbrand
Creative Director: TJ Rees
Client Director: Rosie Walker
Strategy Director: Sam Ashken
Designers: Chris Moore, Ed Andrews, Andy Young
Motion & 3D: Richard Pizey, Murat Kilic
Motion: Thomas Melsens
Typeface: CoType Foundry
Music: Color and the Kids