IMG is the world's largest sports media business. Managing global stars like Roger Federer and broadcasting high profile events like Champions League Football – it's a huge operation with a clearly defined brand and reputation.
The strength of IMG's brand was part of the challenge for our client. As a specialist film production company within IMG Media, their unique offer was getting lost. Much more creative in their attitude and approach, they produced high quality films and branded content for the likes of Rolex, Nike, Sainsburys and Manchester United. But with the uninspiring tile of IMG Corporate Films and Commercials and little profile of their own, it was difficult for them to compete against other creative film production businesses. In 2014 strategic changes at IMG, together with the Directors' longstanding desire to build a stronger brand, created an opportunity for positive change.
Internal workshops and detailed customer research confirmed that a more inspiring brand identity was required. Extensive exploration led to a new name – Evoke Films – capturing the spirit of a contemporary media business that focuses on inspiring and engaging audiences, not selling to them. A carefully considered message platform allows the company to tell its story in a way that's clear and compelling.
A sophisticated visual identity references classic film typography and provides a contemporary backdrop for the company's varied work. All elements then came together across a new website which provides a user-centred means of viewing and exploring everything Evoke has to offer.
The new brand launched at the BT Sports Awards in April 2014. The impact was immediate with a significant rise in profile and a range of new opportunities from clients that has not previously considered working with the company. The successful UEFA Euro Championship bid film produced for the English FA is just one example of this growth in opportunity.