DAZN | Channel Rebrand

Agency: How Now Creative

I was blessed to spend the better part of 2018 working on the channel re-brand for all of DAZN’s on-air, programming and promotional content.

Over the course of 6 months we constructed several After Effects toolkits which were supplied to all territories to leverage the new channel branding. Each toolkit featured various modules, which when combined could form the basis for any on-air or promotional video.

Each toolkit was a test in robustness as we used controls and scripting to limit the amount of user involvement. We then went on to fully automate several modules to allow for data driven content creation.




Motion Theory

As part of the project I was asked to develop the motion theory for DAZN’s new branding. Below are some of the key principles and theory behind our motion language.



Our Motion Principles are key to creating unified animation across all brand assets. Here you’ll find the fundamentals, but no rigid rules, leaving you scope for experimentation and variation.



Our motion language is anchored within the physical world, with a key focus on inertia and momentum.



On screen information should be fleeting and transient.



Our motion language is both expressive and fluid.


Action and Reaction

DAZN’s motion language is anchored to the physical world. There’s a strong focus on the transfer of energy when two objects collide. Where possible, every action must have an equal and opposite reaction.


This effect can be used to create sequences across motion assets that link multiple elements.


Action and reaction creates a unique relationship between on screen elements. And it evokes sport’s movement and momentum.


Two key instances are used to trigger events within on screen designs – First Instance and Second Instance. They are crucial to the DAZN motion language and should be featured across all on screen graphic animations.


The First Instance occurs when the initial object releases or activates another design element. This motion can also be used to push assets around the screen in more expressive moments. Key-framing for these instances is straightforward. Velocities for the in and out are set to 100% with the centre point set as linear to emphasise the moment of impact.

The Second Instance occurs as an object’s ‘tail’ catches up and snaps into place. This instance can be used to activate any secondary animation or on screen elements.


Easing affects the rate of change in an element’s movement. Our motion language is anchored in the physical world, so we always adhere to the laws of physics.


Easing is key to our Action and Reaction principles. In the real world, things don’t start or stop moving instantaneously. They accelerate and decelerate over time due to the influence of friction.

When two objects collide a linear stop with no easing is used. In the real world, as two objects collide of equal mass the energy from one is transferred to the other. This is reflected in our key-framing.