Production company Chief has launched a new title sequence and visual identity for BBC Athletics to promote a variety of athletic sports spanning the summer months.

The MediaCity UK based firm was appointed to the BBC following a creative pitch, and tasked with producing titles aimed at promoting a ‘fresh, youthful and energetic mood.’ The sequence was produced using a variety of scenes from BBC archive footage, which were then given a visual treatment using a mix of 2-and 3D animation, resulting in a new silhouette identity.

Gabby Cook, BBC Sport’s creative director said: “With a relatively modest budget Chief managed to take on board our brief and produced a vibrant sequence for our athletics strand. The project was managed seamlessly and professionally from start to finish, with great communication along the way. Delivery was both on time and on budget.

Chief’s creative director Paul Watson added: “In creativity, ‘generic’ can be a dirty word but with so many big-name athletes retiring and people unfamiliar with the new breed, it felt right to keep the titles non-specific. The titles also need to work across a variety of events and for a few years to come. Director Yoni Weisberg did a great job bringing the design and animation elements together. We had a great client and that really helps when trying to produce great work.”

The titles are now live and will run throughout summer.