Opportunity 

With over 45 years of sports broadcasting experience, ESPN has the ability to shape how football looks, feels, and lives in culture like no other brand. For the 2026 season, their ambition was to move beyond aggressive, hard-nosed football design tropes and create a more vibrant, expressive NFL identity that could energize longtime fans while inviting new audiences into the game.

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Solution 

Reframe the Game 

A vibrant, fun, personality-driven experience speaks to the full spectrum of NFL fans. Built within ESPN’s recently refreshed brand identity and signature “Focus Frame,” the new visual language draws directly from the sights, sounds, rhythms, and geometry of football. A bold, high-saturation palette brings a fresh perspective to the game, while cinematic 3D elements and atmospheric details preserve the depth, drama, and intensity that diehards expect from the NFL.

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Impact 

• Bucking conventions to broaden the NFL’s appeal to fans and potential fans alike
• Expanding ESPN’s Focus Frame into a distinctly NFL visual language
• Positioning ESPN at the forefront of how football is experienced by a new generation of fans