THE NEW 53SIX
As is the case with many agencies, our focus has been on producing great work for our clients and thus, we have been slow to update our own brand to reflect our current offering. Well, the time has come!
BACKGROUND
Fifty-Three Six was born in 2017, with the goal of being a new era agency for the changing sports industry. In our previous roles, we saw that digital video content was of a relatively low calibre in sport, versus the potential, and it was simultaneously being under-commercialised.
There was not only a gap in high quality video but an even deeper knowledge gap in how to reach and convert audiences into customers through digital campaigns. At the time, this was especially true of rights owners.
Thus was born our agency and our early mantra was: We Convert Fans Into Customers. Whilst this remains a cornerstone of our business, the reality is that we have evolved as an agency far beyond this.
53Six Services
Over the last number of years, we have stacked on multiple service lines to our offering, based on our clients’ priorities and identifying new opportunities as they emerge. We now have creative, strategy, media, content and data services all in house. This is a truly full circle approach.
We can connect with fans and audiences through a suite of services and reality is that all of these elements should work together for impact. Understanding the data can lead to better strategy, creative, campaigns and ultimately results. We see this as the model for the future.
For many of the players in our space, they are focussed on a specific area of sports marketing; be it digital, strategy, technology, creative or production. We believe, and have seen, that having all of these services in house leads to better work, greater performance and improved cost efficiency for the client.
We are lucky to count the likes of FAI, Racing TV, PFL, Munster Rugby, AIB, Leinster Rugby, BWG Foods, IRFU and eir amongst our clients. We have been in some ways guided by what we hear from our partners. We are determined to deliver brilliant work and be at the cutting edge of sports marketing.
OUR NEW BRAND
It was important for us to develop a new identity that reflected this rounded offering that we bring to our clients and the market. Given we reach and connect with fans through a multitude of ways within our framework, this led us to an updated position of:
53Six is the Connections Agency for Sport.
What this means is that we enable meaningful connections through bespoke digital, creative and media solutions. There is no off-the-shelf solution, but there is a solution. We are totally service agnostic and bring work to our clients to meet their objective specifically. We are sports specialists who understand how to grow audiences and revenue.
We are in a new era of sports fan engagement and monetisation. By having strategy, content, media and creative under one roof, 53Six are a truly full circle solution for rights owners, leagues, federations, athletes and brands.
Our new reel
LOOK & FEEL
Looking at our position as 'The Connections Agency for Sport' and the belief that an evolution of a logo can sometimes be more worthwhile than a complete and unnecessary overhaul, we looked at the name and original of the company as the starting point for the new brand.
Early versions of the logo
Like the Fedex logo and it's negative space arrow, some of the best and most beloved designs feature wit and cleverness and are sometimes the simplest. The location degree was already present in our logo and the dot from the i on the six has now moved over to where the degree sign would sit on the latitude and longitude measurements.
Serif digits and a sans serif six, create a non static wordmark and reflects old and new, traditional and modern. The half and half design of the logo informed all other elements of the brand design.
The world is round and so is the ball, and so the degree sign dot becomes a motif use in accompanying design elements. It is used as a decorative graphic element or to illustrate info and statistics in infographics and statistics. This is also a nod to the original coordinates identity but also represents our full circle approach as an agency.
Our new logo
Univers is a clean and crisp, classic typeface we use in our communications. They are designed with the half and half structure of our logo. High quality imagery and behind the scenes content is used to illustrate the type and range of content that we produce.
IN SUMMARY
As we have grown over the last seven years, we have seen the need from our clients for an agency of this nature. We believe in this model and have seen first hand the benefits. By connecting multiple services, we can in turn make deeper connections with fans and produce work of the highest quality.
Co-Founder Tom Fox remarked of the rebrand:
‘We are delighted to bring this new position to the market, which is a much better reflection of us as an agency. Our model of bringing creative, content, data, strategy and media under one roof has been validated in our work with partners like the FAI. We see a need from rights owners, in particular, for more consolidated services that will drive greater impact and efficiency.’
Marcus McDonnell, Co- Founder, said:
‘This is a natural evolution for us as an agency. We have stayed true to our beginnings, as well as developing our service offering to reflect the modern market. We see brands, along with rights owners, seeking new ways of connecting with fans and more consolidated agencies to partner with. I am particularly excited about our content offering, which spreads across TV to documentary to digital first and taps into the best talent in the industry.’
53Six is the Connections Agency for Sport. Let’s go!