Project — A: ESPN CBB Rebrand
Client:ESPN
Role:Art Direction, Visual Design, Project Mangement
Role:Art Direction, Visual Design, Project Mangement
Challenge:
Originally built for TV, the identity didn’t translate well to mobile and social. Inconsistent alignment across the main college basketball logo and sub-logos (women’s, sponsor) further weakened clarity, recognition, and overall cohesion.
Solution:We evolved the core elements of the existing identity into a more flexible and scalable system—refining structure, improving alignment, and injecting a more youthful, dynamic energy.
Design Approach:Flexible boxed text system.
Core graphic element.
Cohesive visual language.
Multi-Format: Adaptable across formats.
Cross-Platform: Optimized for all media.
Solution:We evolved the core elements of the existing identity into a more flexible and scalable system—refining structure, improving alignment, and injecting a more youthful, dynamic energy.
Design Approach:Flexible boxed text system.
Core graphic element.
Cohesive visual language.
Multi-Format: Adaptable across formats.
Cross-Platform: Optimized for all media.
Logotype Characteristics:
Uses ESPN’s 7° flare angle and custom ink traps to create a visual link
to the basketball icon.
to the basketball icon.
Primary Type Mixing:
Primary typefaces can be combined to create hierarchy, with aligned cap heights for visual balance and consistency.
Directed by: Massive Assembly
Creative Direction: Jason Yeh, Eugene Seo
Brand Kit Lead: Yewon Kim, Angela Park
Design: Yewon Kim, Angela Park, Jun Hong,
Eduardo Soldatti, Jaiwon
Lee, Kevin Liao, Choloe Woo
Creative Direction: Jason Yeh, Eugene Seo
Brand Kit Lead: Yewon Kim, Angela Park
Design: Yewon Kim, Angela Park, Jun Hong,
Eduardo Soldatti, Jaiwon
Lee, Kevin Liao, Choloe Woo
Type Design: Shin G.
Motion: Mindaugas Povilaitis, Gabriel Machado,
Renato Navarro, yuee Seo,
Haram Jung, Joao Nicoli,
Caio Muranaka, Caique Oliveira
Renato Navarro, yuee Seo,
Haram Jung, Joao Nicoli,
Caio Muranaka, Caique Oliveira