DixonBaxi has created a new viewer experience for the Premier League that will be seen by over two billion football fans around the world. The London-based company has created show titles, in-match graphics, augmented reality, touch screen and studio graphics that are united by a “Field of Play” design language. The work will be broadcast when the 2016/17 season starts tomorrow.

“We developed this system off the back of the work that DesignStudio did for the new identity. Essentially, the brand has been decorporatised [now that Barclays no longer sponsor the league] and we had an opportunity to describe and reframe just what the Premier League is,” says creative director Aporva Baxi. “We planned to capture the scale, spirit and emotion of the game and create something inclusive that would speak to fans around the world.”

The “Field of Play” design concept is a graphic system providing consistency to the delivery of complex live data including league tables, charts, player profiles and in match information. “The design is crafted with a balanced use of the vibrant colour palette, refined typography and layouts for hundreds of elements needed to bring the live experience to life,” say the designers. “It underpins the Premier League brand and enhances the game.”