Project services
Positioning & Purpose
Identity & Naming
Tone of Voice
Messaging Frameworks
Our brief
In 2024, Gravity Media and EMG merged to create the world’s leading production, content and media services company. With 40 studios and production facilities across the UK, Europe, the Middle East, United States, and Australia and over 2,000 permanent employees, they are the force behind some of the most-watched live events and entertainment including the FIFA World Cup, The Euros, The Premier League, Champions League, Tour de France and the ATP Grand Slam tournaments.
Our task was to define, articulate and create the fundamentals of the brand that would represent this new company. With a holistic scope, including everything from positioning to naming, identity and brand architecture, our brief was to help the C-Suite navigate the challenging journey of brand renewal following this merger, creating a new identity and launching it to the world in double quick time.
What we did
Discovery
Post-merger, there was an urgent need to tell a compelling story about the new brand. One that would unite internal audiences around a fresh purpose, while exciting existing and prospective clients about the future.
To fully understand the capabilities, cultures and reputations of Gravity Media and EMG, we conducted extensive leadership, investor and client interviews, visual and verbal audits, participation in townhalls and thorough desk research into competitors and market trends.
We also spent time on the front-line: at outside broadcasts speaking to camera operators and sound technicians as they captured live events; in the mixing studios to observe the editing, data, graphics and technical teams crafting the footage that is beamed onto our screens.
We learned that what Gravity Media does is truly transformative in ways that viewers at home often take for granted. They don’t just film a golf ball in flight, they also capture data to illustrate its speed, trajectory and landing point. They provide the cricket’s stump perspective using specialist cameras. They show us the whirling passage of the peloton from above before the drone camera zooms in on the grimacing face of the rider wearing the yellow jersey.
The new Gravity Media brand had to communicate the magic of these moments.
Definition
In a world increasingly fuelled and fractured by content, attention is the ultimate prize. But while the way we consume content has shifted dramatically, stories have retained their age-old power to change the world. By uniting fragmented audiences around rich, compelling and meaningful stories, you create shared moments that enrich lives and transform perspectives.
That is why we define Gravity Media’s reason for being as:
Capture, craft and create stories with the power to transform the way we see the world.
This purpose aligns with how everyone we spoke to in the business feels about the impact of their work: the best entertainment is meaningful and generates profound emotional responses. The events that Gravity Media captures in visuals and sounds, and then crafts with data and context, creates stories with the power to unite, inspire and entertain audiences all over the world.
As well as informing the company’s purpose, the trinity of “capture, craft and create” also provides a structure for telling its own story. This is a new brand that will capture the attention of clients, craft compelling benefits for its services and create narratives of success and excitement in the collaborations to come.
Beyond the brand’s purpose, we defined the brand’s personality and proposition developing a simple one-page framework which would connect the key ideas at the heart of the new brand. This was complemented by a set of Tone of Voice principles, key messages and short manifesto to explain the Gravity Media story to clients, partners, media and other external audiences.
Visual Identity
Finally, it was time to put it all into (visual) action!
Bringing to life Gravity Media’s elevated global offer and distinct positioning, the identity consists of a powerful, dynamic symbol expressing the compelling motion they capture, balanced with a solid yet simple wordmark and fresh, clean-cut typography. The colour palette communicates the spirit and passion central to the company’s personality. It is contemporary, warm, and vibrant.
The identity features a playful and flexible graphic device, the Gravity Wave, which acts as subtle tool for connecting imagery from across their vast library. Echoing the energy at the heart of the brand, this can be dialled up to create a striking visual effect, or be used in simpler approach to enhance and hold together digital and print assets.
The concept was translated into a powerful visual and verbal identity system with application across various platforms such as social media, merchandise, office spaces, and internal communications. To consolidate our work, we wrapped the entire output of the project up in a useful Brand Guidelines handbook. It included a ‘Style Guide’ of written communication and visual identity use and application guidelines. Complete with a full set of assets and helpful ‘dos and don’ts’, we successfully equipped our client with all the tools they needed to present their new brand to the world.
With an industry opportunity offering a need to fast-track, the new Gravity Media brand was launched in record time. We mobilised, collaborating pragmatically with the client team and setting out a timeline for the launch strategy with clear actions for both sides. It ensued without a glitch and the brand was officially inaugurated on 16th July 2025.
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The strength and clarity of the new branding truly reflects the vision and values of our company, making a significant impact both internally and externally.
I can confidently say that collaborating with Strategy By Design has been instrumental in positioning our brand for future growth.
