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Flying Machine Serves Up Sport5 Israel Rebrand

Studio executes the channel's first major rebrand since 2001 (March 06, 2006)

Working globally is nothing new to the team at New York design agency Flying Machine ( Having designed the award-winning launch package for SKY Italia's SKY Cinema Classics in 2005, Flying Machine has once again been called upon to rebrand a channel in the global marketplace. Sport5, Israel's premiere sportscaster sought out Micha Riss and his creative team to execute the channel's first major rebrand since 2001 and only the second in the channel's seventeen-year history. The new look was unveiled Sunday January 22 on Sport5 and its premium tier sister channel, Sport5+ and additional elements will continue to be introduced in the coming months.

From initial market comparison to brand strategy, Flying Machine developed the channel's new on-air environment, website, and collateral print materials. The emotionally driven package'including a series of live action idents, color palette, show opens, promos and designs for the comprehensive on-air graphics'not only celebrates the glory of sports but brings local fan culture to the forefront of the channel's branding.

'We sought to bring the Sports 5 brand inline with sports culture outside of the broadcast arena,' explains Riss, Flying Machine's creative director. 'It's about developing a continuity between the many facets of sports culture, from how it is portrayed in the retail environment, to advertising, to the events themselves. We showcase sports from the fan's perspective, capturing the emotion, the blood, sweat, and tears that every sports fan holds dear.'

'Even seven time zones away, Micha and his team were enthusiastic in leading us to new inspiring concepts,' says Sport5 Creative Director, Oren Paldi. 'Their in-depth knowledge and understanding of our market and Israeli viewers, down to the slightest cultural nuance, was quite impressive. We're connecting with our viewers like never before and the response has been fantastic.'

Flying Machine's team, under the creative direction of Riss and design director Daisuke Endo, defined the overall aesthetic and underlying textural design elements that became the building blocks of the package. Live action footage that was shot in and around Tel Aviv serves as the hallmark design component. The volume of live action footage incorporated into the package is one of the distinct departures from the channel's prior branding, which had been almost entirely graphics based. The city skyline, an instantly identifiable element, is visible in nearly every live action piece.

While the shoots were scripted in advance, Riss choose not to rehearse them prior to filming, nor were any professional actors used. Paldi and Riss opted to shoot the package freestyle in a variety of urban environments. 'The channel underwent a huge transformation. Prior to this effort they used clean, sleek graphics for all aspects of their brand. The look we developed imparts a warmer more human feel and, like sports, it's gritty and true,' explains Riss. 'It will be exciting to see how the brand continues to evolve as the in-house team creates new branded elements within the framework we developed for them.'

Flying Machine's recent works also include branding, product, and package design for the newly minted American Stock, annual repot design for Teva Pharmaceuticals, and strategy and design for ESPN here in the United States.

About Flying Machine:

Flying Machine is a New York-based creative design agency. Working within a variety of media, Flying Machine creates visual solutions for entertainment, advertising and branding. Founders Sharone Ben Harosh and Micha Riss have produced award-winning results for a broad range of international clientele. Flying Machine is a partner in United Senses, an international creative alliance with offices in five cities throughout four countries. For more information contact Tommy Shay at (212) 226-7733 or visit the Flying Machine website at


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