ESPN asked us to help them make ESPN Classic more contemporary, so created a new brand identity and on-air packaging to launch the channel’s new programme direction. The idea is simple. Sports fans want to know the whole story. They want to know all about how and why great things happen and all about the personalities that bring sport to life. The new ESPN Classic celebrates sporting legends: contemporary and timeless heroes that really matter. It’s essential viewing for sports fans everywhere, simply because it’s all about their favourite subject: sport!