Extreme Sports is updated by SJS

Extreme Sports Channel is overhauling its on-screen look and feel and promotional print work and has appointed Liquid TV and Small Japanese Soldier to the respective tasks.

Liquid’s $100 000 (£69 500) revamp includes the channel’s entire look and feel, but not its logo, which was slightly tweaked in-house before Christmas, says Extreme Sports Channel creative director Anthony van Someren.

The consultancy is overhauling all of Extreme’s channel identities and is ‘rebuilding everything from scratch’, van Someren adds. It is a one-off project.

Liquid won the on-screen work after a four-way unpaid creative pitch against Intro, CC Lab and BDP just before Christmas.

Small Japanese Soldier, the youth arm of the Clinic group, has been appointed to redesign Extreme’s print collateral, kicking off with its promotional ‘channel cards’. They are distributed every quarter to potential media buyers and advertisers and the first will be issued in a few weeks.

The consultancy has created ‘fun’ postcards and stickers, designed to reflect the channel’s young brand values, which incorporate rates and news on the reverse. ‘[Small Japanese Soldier] has got the right cheeky attitude towards our brand, and it is also very talented at copywriting,’ says van Someren.

Small Japanese Soldier will also be designing print work around the launch of Homegrown, a programme featuring amateur videos of people taking part in extreme sports. It is creating cards and leaflets promoting Homegrown aimed directly at extreme sports enthusiasts.

It won the work following an unpaid creative pitch against four unnamed consultancies. It created an invitation to the 2002 ChamJam, a festival taking place in the French ski resort of Chamonix over Easter.

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