Sport Chek Motion Branding

ON THE CHASE!

Toronto, Ontario, Canada

Client: Sport Chek

Sport Chek needed help developing all the motion design for their in-house brand system refresh. They were going bolder, expanding on the familiar “Chek Box” and focusing the whole system around those graphic elements and a single, unifying typeface. Working in close collaboration with the in-house Brand Design & Systems team, OTC explored motion executions for all the new elements of the system. For their newly-bold Chek, a new animation was created inspired by the rhythm and energy of a heartbeat—a unifying human element across all types of sport. 

Their new Chek Box framing device got a dynamic motion treatment, imbuing movement subtly without disrupting the brand’s focus on photography. To create an ownable and reusable type animation style, a reverse-italicized slide was developed, inspired by the stopping motion of a hockey player. Full guideline examples and rules were created for use across broadcast, in-store and online video content. It all came together to enable Sport Chek’s video content to become more dynamic, while being executed more easily and consistently across the company.

Credits

Motion Creative Direction & Animation: Julian Brown RGD

Design Director, Manager Brand Design & Systems (Canadian Tire): Caroline Bruckner RGD

Creative Director, AVP Content, Creative, Design & Studio (Canadian Tire): Simon Clancy

Associate Manager, Design (Canadian Tire): Russell Milligan