Sport & Story | Rebranding Sports Journalism


FEED was engaged by Sports Personalities to help develop a new brand architecture and website to handle their growing demand and consumption of created sports journalism.

sport&story, goes beyond the surface to find the story beyond the story. They go deep to find insight and context and are always on the look out for the true, the good, and the beautiful of life in sports.

Bo Mattingly, creator of the popular Sports Talk With Bo radio and podcast, is popular sports journalist in the state of Arkansas. He created a popular show and brand. We felt that we needed to develop a brand name that could be a strong paternal brand to their growing number of new and subordinate sports journalism brand channels, including – Spirit 52, Being:, events and advertising opportunities.

Our idea: sport & story is the strong parental brand and the name which people will identify the growing brand.

We designed a fully-responsive mobile site upon the WordPress platform and customized to meet the need of posting tons of great daily content – video, blog, and radio/podcast. They pushed us to make the site layout as easy as possible for their fans to find, consume, and share the great content.

Watch the Spirit 52 video below to see how sport&story produces great content –

Check out the website we designed at

  • sport & story
  • August 2017
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