Use Case - Tribune47

Rebranding of the basketball media BasketActu

From BasketActu to Tribune 47: A Transformational Journey in French Basketball Media and Beyond

Get ready to dive into the dynamic world of French basketball media BasketActu. With a reputation built over a decade, it was time for a fresh start. In 2021, the brand sensed a need to shed its outdated skin and adapt to the modern demands of responsiveness. This mission of transformation spans two distinct timelines – the rebrand in 2021 and the transition to Tribune 47 in 2023.

Let's journey back to 2021, where my mission was to breathe new life into the BasketActu brand. The challenge was to modernize without alienating its dedicated audience. I approached it with a balance of evolution and recognition. Retaining the original concept – a chronometer nestled within a basketball – I streamlined the icon's design for enhanced readability, particularly on smaller formats like profile pictures and app icons. A key realization was that icons needed to shine in various digital corners, and that guided my design.

Color took center stage. A gradient of warm orange tones not only infused modernity but also reinforced the brand's basketball connection. The result? A refreshed visual identity that retained the essence while embracing the present.

Fast forward two years to 2023. BasketActu's strategy took a pivot, transforming from a basketball-focused media to a more diverse lifestyle hub encompassing music, art, and fashion. Enter Tribune 47 – a name change marking this shift. A new identity was essential to align with the revamped vision.

The goal? Create a minimalistic identity that complemented any subject without overshadowing the content. A typographic logo with the number 47 at its core emerged as the emblem of this change. Opting for a bold sans-serif font, readability took precedence. The 47, designed to be used as an icon too, underwent typography work, striking a balance between sobriety and sophistication. The iconography was coherent; the 7 transformed into the 3, creating consistency without sacrificing clarity.

The color palette underwent an evolution. Black and white became the new canvas – a backdrop that allowed the content to shine without distraction.

This transformation wasn't just about aesthetics; it was about reshaping identity to match evolving ambitions. From the revitalized BasketActu in 2021 to the birth of Tribune 47 in 2023, this journey wasn't just about design; it was about redefining the brand's essence to embrace the future while respecting its heritage. Witnessing this evolution – from a simple basketball icon to the embodiment of a dynamic and diverse lifestyle platform – was nothing short of remarkable.