(Hollywood, California--January 18, 2011) Troika Design Group, a strategic branding and design agency, has partnered with Golf Channel to launch a new Live Tournament package for the network’s premiere events.
The January 6th debut at the 2011 Hyundai Tournament of Champions in Hawaii marked the beginning of this identity and information system that will be showcased throughout all PGA, LPGA, Champions and Nationwide tournament coverage on Golf Channel.
Continuing its longstanding creative partnership with the network, Troika built off the strength of a brand position they generated with Golf Channel in 2008 to inspire a new approach to how the network’s flagship events will be viewed.
The creative mission was to capture the passion of the big event, integrate innovative messaging, highlight the emotional rise and fall experienced by the fan and generate an authentic “inside the ropes” tournament experience that was adaptable across all tours.
To meet that challenge Troika combined organic live action featuring intense moments of anticipation, execution and celebration with signature animations in an opening sequence that sets the tone for the grandeur of a big tour event. Enabled by the intelligence of the design system, featured players and key moments are able to be customized for each tour and are fully updateable as the drama of the season unfolds, bringing the most compelling stories and personalities to the forefront.
The tournament package includes an information system featuring a multi-faceted, expandable leaderboard and player card concept that takes the viewer well beyond what’s been seen before in terms of levels of information and navigation. Highlight opens raise the profiles of the game’s elite to superhero status in action-based sequences backed by immense billboards of the player’s name.
Said Gilbert Haslam, Troika’s Sports Creative Director, “Golf Channel gave us the perfect challenge to bring our passion of the game and ability to solve complex design problems to their tournament package redesign. By tapping us to further solidify their position as the authority in tournament coverage, we delivered a game-changing package capturing the spirit and innovation of modern day golf. Our unique partnership with the Golf Channel will make this identity a living entity they can continue to enhance and update across all tours.”
The state-of-the-art package included signature elements such as opens, bumpers and transitions, an insert system, and original score. In all, over 40 key elements were delivered in a toolkit format for the Golf Channel’s internal team to easily customize in After Effects, Cinema 4D and Photoshop as the season moves forward.
Client: Golf Channel
Creative Director: David Piccolo
Design/Branding Agency: Troika Design Group
Executive Creative Director: Dan Pappalardo
Creative Director: Gil Haslam
Senior Executive Producer: Kristen Olsen
Producer: Taline Ghazarian
Designer/Animator: Craig Stouffer
Designer/Animator: Marc Juon
Designer/Animator: David Perry
Animator: Jun Kim
Designer: Seton Kim
Designer: Neng Tea
Animator: Ted Gore
Editor: Hans Carillo
Assistant Editor: Jeff Hayford
Design Assistant/Animator: Joe Kutilek
Design Assistant: Andrew Shin
Music: Edd Kalehoff
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