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Troika Positions And Launches The Re-Brand Of Three FSN Regional Sports Networks To Root Sports

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News : Troika Positions And Launches The Re-Brand Of Three FSN Regional Sports Networks To Root Sports

Agency Embraces ROOT SPORTS' Desire to Dispel the Traditional Model of an RSN, Creates Brand Strategy & Signature Graphic Elements from the Viewpoint of the Home Team Fan

Last Updated: April 7, 2011 4:25 pm GMT
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(Hollywood, California--April 7, 2011) Troika Design Group, a strategic branding and design agency, has teamed up with ROOT SPORTS™ to provide creative direction for the re-brand of the company's three regional sports networks in Seattle (formerly FSN Northwest), Denver (formerly FSN Rocky Mountain) and Pittsburgh (formerly FSN Pittsburgh).

ROOT SPORTS, a subsidiary of DIRECTV Sports Networks, officially launched on April 1st as part of the 2011 Major League Baseball season openers for the Seattle Mariners, Pittsburgh Pirates and Colorado Rockies. For a more in-depth look at the ROOT package developed by Troika, check out this case study: http://troika.tv/casestudies/ROOT

Troika was challenged with creating a network brand that would reflect the networks' new approach and core brand values, while also taking into account the need to assist in promoting five professional sports, numerous collegiate conferences and teams, and local sporting events. From initial positioning through logo, image, game packaging, show identity and promo systems, the reinvented network aimed to challenge the norm of regional sports networks by embracing its passionate support for local teams and creating a deeper connection to its fellow fans.

To deliver this authentic experience, Troika developed the brand position "We Are a Fan." This brand position reflected the network's biased home team voice and was the basis for the entire creative package. The ROOT SPORTS logo grounds the positioning and creative with bold letter forms to exude strength, pennant notches to allude to sport, and the color red to convey passion. Going even further to showcase the network's mindset of the fan, the logo also has the ability to "wear the jersey" of the home team in live event programming by taking on the home team essence, so fans will see the ROOT SPORTS logo on air in yellow, blue, purple and other iconic colors.

Geoff Walker, VP Marketing at DIRECTV Sports Networks, parent company of ROOT SPORTS, noted, "Troika has done an outstanding job for us in developing an exciting, unique viewer experience. Everything about the look and feel, from music to graphics to show opens to programming transitions, reflects our brand promise to deliver an experience that is authentic, dynamic and bold, and with a decidedly local flavor."

"Home Team" game packages were developed to capture the energy and excitement of each region by tapping into the look and feel of hometown stories, textures and sounds. Elevated 3D graphics were also implemented to lend a sense of scope and scale to the package. Design and motion theory were developed within the game insert system to work seamlessly across all five sports and incorporate levels of sponsorship for different sports and leagues.

ROOT SPORTS' image and promo toolkit are anchored by the network's brand colors, but have the framework to celebrate team logos, imagery and colors. Troika established the overall voice for the network's promos, which are written with insider perspectives into rivalries, players and nostalgia. An original score, as well as brand themes, mnemonics and sound design, were created to capture the authenticity of fan experiences.

Said Gilbert Haslam, Sports Creative Director at Troika, "This was the perfect creative assignment for our team, combining big concept and high-end production to deliver a unique experience to the regional sports fans. Our 'Home Team' concept allowed us to break the mold by celebrating fans insider perspectives and the love for their teams through a visually biased approach. ROOT SPORTS was a great partner that pushed us to challenge the norm, and together we've created a network identity that the fans will truly appreciate."

The creative vision for ROOT SPORTS was developed by over 20 creative directors, writers, designers, animators, editors and producers at Troika, along with client vision and direction from Geoff Walker and William Roberts, VP Content DIRECTV Sports Networks. The project was built in After Effects, Cinema 4D, Maya and Final Cut Pro and delivered in a toolkit format for each region to customize. Alongside the delivery of brand and style guides, the launch also included on-sites in regional markets with marketing and creative teams to roll out the new brand voice and on-air elements.

About Troika Design Group
Troika is an award-winning integrated agency known for solutions-oriented strategy and design for clients in entertainment media. Based in Hollywood, Troika is a hybrid, combining a brand consultancy and a design studio, bringing together a unique team of designers, producers, animators, editors and conceptual thinkers who specialize in brand and creative strategy, design, production, and brand stewardship. The agency was founded in 2001 and is led by industry veterans Dan Pappalardo and Chuck Carey. The company has worked with top entertainment media brands, including ABC, FOX, Time Warner, Disney, ESPN, EA Sports, The CW, TNT, Starz, Oxygen, VH1 and Telemundo. For more information, please visit http://www.troika.tv or call Robert Blatchford at 323.965.1650.

About ROOT SPORTS
ROOT SPORTS™ is owned and operated by DIRECTV Sports Networks LLC, which operates regional sports networks in the Northwest, Pittsburgh and Rocky Mountain regions. The three networks combined reach more than 8.7 million viewers across 18 states and own exclusive programming and distribution partnerships with more than 25 teams and conferences. DIRECTV Sports Networks is a controlled subsidiary of DIRECTV, the world's most popular television service.

Production Credits

Promo & Image
Agency, Brand, Design, Production Company: Troika Design Group
Executive Creative Director Dan Pappalardo
Senior Executive Producer Kristen Olsen
Creative Director Gilbert Haslam
Creative Director Whit Friese
Executive Producer Connor Swegle
Producer Taline Ghazarian
Associate Producer Eric Zapakin
Associate Producer Joe Nash
Writer/Music Supervisor Craig Cleek
Art Director Craig Stouffer
Art Director David Pagani
Lead Designer Seton Kim
Designer/Animator Mike Tello
Animator Jun Kim
Animator Ted Gore
Animator Gary Hebert
Animator Anthony Honn
Animator David Perry
Animator Eric Del Greco
Design Assistant Andrew Shin
Design Assistant Michael Arcangeli
Editor Hans Carillo
Assistant Editor Mike Stratigakis

Music/Sound Design Levels Music Group
Writer/Music Supervisor Craig Cleek (Troika)
Mix Levels Audio

Game Package
Agency, Brand, Design, Production Company: Troika Design Group
Executive Creative Director Dan Pappalardo
Senior Executive Producer Kristen Olsen
Creative Director Gilbert Haslam
Creative Director Whit Friese
Executive Producer Connor Swegle
Producer Jason O'Leary
Associate Producer Eric Zapakin
Associate Producer Joe Nash
Writer/Music Supervisor Craig Cleek
Art Director Craig Stouffer
Lead Designer/Animator Maziar Majd
Designer/Animator David Perry
Animator Jahn Hancock
Animator Gary Hebert
Animator Ted Gore
Animator Anthony Honn
Animator Marcos Vaz
Design Assistant Andrew Shin
Design Assistant Michael Arcangeli

Music/Sound Design Levels Music Group
Mix Levels Audio

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