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Challenge:
When Octagon APAC set out to produce RIVALS, a world-first, eight-part sports entertainment series pitting AFL, NRL, and Rugby Union athletes against each other, they needed a visual identity that could hold its own across three fiercely loyal fan codes. The RIVALS Brand, powered by Rexona, had to feel authoritative without favouring any one sport, carry the intensity of live competition, and scale seamlessly from broadcast television to event signage to social media. There was no existing identity to build from with everything created from scratch.
Solution:
Sport Design Australia developed the complete visual identity for RIVALS from the ground up: logo, visual system, and a broadcast graphics package.
The custom wordmark was designed with sharp edges and bold structural balance to capture the high-energy, competitive spirit of the series. The shield icon draws on the bold 'R' in the wordmark, with segmented forms that introduce tension and a sense of dynamic motion, visually representing the clash and rivalry at the heart of the brand. A lime and deep teal colour palette gave the brand instant cut-through across all environments. At the same time, a custom chevron subgraphic added texture and energy to everything from inflatable arches and venue flags to broadcast lower thirds and leaderboards.
The broadcast graphics package covered the full suite of on-screen assets built for animation, ensuring a consistent visual identity across every episode.
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Outcome:
RIVALS launched on Kayo and Fox Sports to a ready-made visual world. The identity held its own across live TV, event activations, and digital platforms, exactly as designed. From the branded inflatable arch athletes walked under on day one, to the leaderboards that appeared on screen mid-challenge, every touchpoint felt part of the same cohesive system.
The series is now airing nationally, and the brand shows it can bring three codes together without losing the competitive edge that makes the concept work.
