Creating Values for Genius Sports

In 2024 Genius Sports approached The Team with a challenge. They had done a lot of legwork reviewing their company values but were unable to express them in a way that resonated with either the senior leaders or employees.

What were they missing?

Genius Sports is a global leader in sports data, technology and media. It provides official data, software and services to sports leagues, federations, media companies and betting operators around the world.

When you watch those amazing graphics appear on screen during an NFL game, you’re watching Genius at work. They are data geeks, sports nuts, ambitious and excited. They wanted a set of values that would sing.

The creative leads here at The Team developed three creative routes. These were tested with an internal project team and then the brand team at Genius Sports.

One Genius became the mantra for Values and using the power of three we developed a shorthand for the value: “one team, being brave, driving change.”

Stickiness, authenticity and ease of repetition is so important in any values exercise, and together with Genius we achieved just that.

The successful route was Oneness.

Oneness is an idea that we saw already expressed as a key element of the Genius Sports brand identity. The route used one part of the visual language to create a simple and meaningful mechanic that showed the three values working in harmony together.

The playfulness of the route allowed The Team to develop a powerful campaign toolkit that Genius could use as they rolled the values out across the business.

Genius provided us with employee satisfaction data and insights into their business. We also took the chance to review film footage, talk to senior leaders and run a few creative workshops with communications, HR and brand teams.

From these we were able to develop a sense of the tone, style and commercial requirements for a set of values.

At The Team, we know that there are a very few sets of values that get used by businesses to guide their employees. Values are just words unless they are truly lived by leaders and through the actions of the business.

Using the final set of values and behaviours we developed, we worked with Genius to identify how they would bring them to life through what they did for employees and not just what they said.

We are The Team of experts.

During our forty years of doing what we love, we’ve developed employer brands and employee experience campaigns for NatWest, IBM and Southwest Airlines to name just a few.

When you work with us, our consultants, strategists, writers, designers and project managers become a part of your team.

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