US election goes 3D on Sky

Sky News is hoping to capture audiences tonight with its specially designed 3D US election coverage content graphics.

The broadcaster has drawn on its in-house design team, Sky Creative, to help it create 3D graphic sequences that it hopes will reflect its coverage – ‘distinct from the BBC’ – according to Sky News creative director Simon Buglione.

Its ‘pool of polls’ content graphics employ textures, internal structures, architectural forms and space – a ‘convenient nod’ to the Sky corporate brand – while the Sky News brand features heavily and provides consistency, says Buglione.

‘In visual and style terms, we want clear blue water between us and the BBC. The commitment to our identity is evident, it’s everywhere, and we’re not afraid to use it. We’re better when we’re bold,’ says Buglione.

The background and ‘pool’ suggest Sky News’ Miami broadcast location, while 3D graphics rising up out of it indicate progress in the polls, swing states and movement on key electoral issues including the economy, energy and immigration.

The graphics will be used across television and the Web.