The 5th most-visited online source of expert sports information looks to SME for a brand makeover, seeking more brand-name recognition from both consumers and advertising partners.

Fantasy Sports Ventures partnered with SME to evolve their Fantasy Sports Network and Fantasy Sports Players brands into one name, logo and graphic look that accelerates the organization's path forward by promising a more relevant sports fantasy, news and information experience and result.

Aiming to balance its brand to accurately portray its online experience to both readership and the advertising community as edgy and independent, yet among the leaders of online sports content, SME and FSV selected Big Lead Sports as the new brand name, influenced by the company's historic acquisition of one of the web's most influential and popular sports sites. The development of the new assets were also based on the result of a positioning workshop and discussions with key stakeholders, fans and partners. The new logo and look and feel called on a strong red and black palette and employed a bold, modern typeface to be applied across all affiliated websites as a co-driving presence by the mother brand, allowing the multitude of available content within Big Lead Sports to shine through.