TORONTO—Letting the content be the champion was the guiding principle behind the redesign of Sportsnet.ca, completed by Rogers with Toronto-based interactive agency Savoury Projects. Pary Bell, vice-president of products at Rogers, says branding was something they didn’t want the user to notice on the site, which features such enhancements as game day modules for before, during and after the game.

“We were creating a very platform specific brand. We have the elements of blue, the Sportsnet colours, where it fit but we let the content speak for itself,” he says. “Branding should be something you’re almost not aware of because the content should speak to you.”
 
Elegance and breathing room were other concepts that Rogers wanted to see incorporated into the design, says Chris Bennett, director at Savoury Projects. “Making it so that it wasn’t too boxy, so that it is more open and airy,” he says. “They wanted to move away from the boxy feel that the older site had. Also to increase the impact of everything that is on the page, from the videos to the blogs and everything in between.” Contact: Sportsnet.ca, Savouryprojects.com