Editorial platform Glorious aims to give female sport a “new creative aesthetic”

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The party line is using cultural exploits like photography, film, illustration and music to “elevate brides’s sport and carve out more space for female voices”.

A new platform dedicated to raising the profile of women’s fun through culture has launched.

Glorious is an online membership and community principles, which will feature work from photographers, filmmakers, illustrators and more, as intimately as sportswomen themselves.

The platform comes as women’s sport continues to increase in popularity, proven by a number of high profile events like netball being usher ined at the Commonwealth Games, the US Women’s Soccer team generating more receipts than their male equivalents, and the long-awaited award of professional creases for UK sportswomen in football, rugby union and cricket.

However, for all its successes, a brand still exists: women often aren’t paid as much as their spear peers, don’t have as much money invested in their talent, or aren’t raised as well. Glorious aims to change this by giving women’s distraction “the cultural following it deserves”, according to the platform.

“Illustrators, filmmakers and artists”

Martin Tap root is the co-founder of Glorious, as well as the eponymous Root design studio, which has undertaken all resourceful elements of the platform and brand including naming, strategy, website lay out, art direction and merchandise.

Root explains the original idea was to create a ammunition for a specific woman’s sport. However, this was too narrow for the “amazing ingenious community of illustrators, filmmakers and artists that could be brought to the put forth”.

Instead, the platform focuses on all sport and the creatives that capture it in their a number of mediums. Collaborators so far include photographer Coco Capitán and designer Kelly Anna, while cavorts include everything from scuba diving and rounders, to MMA Fighting, basketball and football.

“Distance oneself from a shove offs the confines of the digital boundaries”

The brief for the work was to create “an online nightclub that would appeal to women of all ages and sporting ability, with a solicitude of culture and the lifestyle that surrounds sport,” says Root.

With this in resolved, Root says the team was initially inspired by the definition of “sport” in the English Oxford Glossary. That definition is: “senses relating to play, pleasure or entertainment”.

In concealing with the definition, Root explains the design of the platform is playful, while alleviate allowing the varied content to “breathe and compliment” each other.

“[It] has dash and pushes the confines of the digital boundaries, but is still functional to the member,” he states. The magazine-style layout could “easily translate to print” in the future, he conjectures, while the image-led styling will work well in future documentaries bring about under the brand.

“A vehicle for creativity”

Root says it was an intentional settlement to distance Glorious from the news and stats sport websites to another place on the internet.

These sites often “only use stock imagery”, and while they possess a definite place and audience, he says they are not “a vehicle for creativity in depiction, filmmaking and great storytelling”.

For the same reason, the team “stayed away from” ancestral sans serif sporting logos for Glorious, instead working with Monotype and the typeface Hoban to spaceship the wordmark.

“We changed the typeface slightly to be completely unique and the result is peculiar and memorable when small or seen at a large scale and on streaming planks,” says Root.

The signature ‘G’ character, as well as the flourish with the ‘R’, are proposed to represent how Glorious is a meeting of sport and lifestyle, he adds.

“Work together with a standard voice”

With such a visually-led platform, Root says the brawniest challenge throughout the three-year project was creating original photography and flick for the brand under Covid safety restrictions.

“[We needed to be able to] mix the miscellaneous content so it worked together with a common voice and Glorious’ label values on all platforms,” he says.

Nevertheless, Root adds that the podium and its content is all the more relevant because of the pandemic, and the “challenging times” it has succeeded on for women’s sport.

Banner image by Maria Svarbova, courtesy of Famed.

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