The world in which Octagon operates has shifted and we are in the midst of long-term change in what fans want and what brands need to be able to create in response. Octagons clients are working with a more diverse and aware consumer base than ever before - diverse in who they are, in where they are, in what they truly care about and how they consume.

A quick glimpse at just how much the world has changed - the NBA will have more fans in China next year than the USA. More people watch the Super Bowl half time show than the game itself. A goal in the World Cup final was celebrated with tribute to a gaming character broadcast to the biggest online audience the world has seen. 

All of this was before the impact of COVID and the rise of an important social justice movement. The role of sport and entertainment has become even more vital in people’s lives – it’s a social and community connector, it’s an escape and an outlet, it’s a driver for change and a level playing field and it some ways, it’s a game when very little in the world is right now.  

It is all these things because of the joy it brings at its heart – live, at home, by yourself or with others – sport, entertainment and live experiences have the ability to inspire through joy like nothing else.

What we do:
We inspire brands to play.

This is all about our clients taking on an active, meaningful - and if we do it right - truly memorable role in the world.

Why we do it:

How we do it:

As Octagon, we are Playmakers. We set our clients up to win.
Playmakers have vision, they see opportunities others don't.

The Brand Idea:

It’s the encapsulation and embodiment of everything we stand for - what we as an agency believe. It’s our ‘Big Idea’ - one that’s meant to stand the test of time and be a rallying cry for our people and clients.

Primary: Play is powerful and it is the secret to unlocking all of our potential.


Secondary: Possibilities are endless and we’re here to create those opportunities.


Finally, play speaks directly to the space we operate in as a creative agency; culture.

The concept’s foundations were rooted in the principles of ‘Made by Culture’ and ‘It’s All In Play’.  The new graphical system had to be robust yet expressive and flexible enough to adapt with the ever-evolving portfolio.

The website offered us an opportunity to evolve the gradients and inject a sense of movement to the wider language. Octagon wanted to stand out from the crowd and build something that was unashamedly LOUD.

The gradients are an essential element to the visual language. They are a representation of Octagon’s ability to adapt and immerse itself within the vibrant, shifting landscape of sport, entertainment and culture.

The forms and movement are inspired by heat map technology used in sport analysis to highlight where the action is. They provided us with the opportunity to evolve the previously solid Octagon red in to new ever-evolving, dynamic territories. All the gradients start with a solid red which was our subtle way of visually representing the narrative of the company evolving.

The animation and refined yet adaptable typographic structures, bespoke image treatments, dynamic colour applications add energy all whilst retaining clarity.

Typography is the most integral part of the new Octagon brand language and the most powerful tool to communicate to their audience. Using a playful mix of serif and sans-serif fonts meant we were able to add expression and emphasis on particular words of interest for maximum impact. Emotive language was an essential part of the output and once the dynamic styling is applied to the copy, it gives Octagon a unique and instantly recognisable voice.

The layout system has untraditional layout rules that are variable and flexible. The key intention when building the artworks was clarity and to ensure that the focus was on the core message behind the piece of communication. We wanted the layouts to provide a platform that elevated the content in a dynamic way but also allows moments of calm and simplicity.