PROJECT
Following a $12 billion renewal deal, ESPN wanted to rebrand the look of their NBA coverage with a new animation package, insert package and logo design. Because the design language needed to evolve and expand over the course of the season, we needed an agile, practical system that could develop narratively as the season progressed.
My creative direction and art direction led the collaboration between ESPN’s internal Creative Services team and our long-time partner, Big Block Design Group. I led the rebrand, drove the look & vision and ensured creative consistency across all platforms and entities. Acting as the conduit between ESPN and Big Block, I led an internal team of 15 members, providing direction for all visual components of game coverage across multiple studio shows, digital, marketing, social media, studio graphics, and signage.
MY ROLE
FINAL PACKAGE FRAMES
ESPN MLB REEL
CONCEPT
THE COLLECTIVE
The storied game of Major League Baseball has an undeniable sense of nostalgia that delivers a historic depth not found in any other sport. This has inspired the dynamic of collectability that has defined baseball across generations. That legacy combined with the progression and innovation of today's players and teams builds a collective that is infused with storytelling. This concept, visualized through an organizational technique called "knolling", brings together and breaks apart a grid of unique collections that define those stories in an exciting way fans with both recognize and celebrate with passion.
RESEARCH
Studied a wide array of knolling layouts, which led to a better understanding of the traditionally photographic technique. Sizing, proportion, and volume of objects were identified as key aspects of successful layouts. I also organized an exploratory session where the whole production team did a series of real-life knolling exercises.
