NFL Rebrand 2024

Our brief was to redefine the Sky Sports NFL brand, creating an identity that could capture the scale, spectacle, and cultural significance of the sport for both UK and US audiences.

The creative direction draws on a bold comic-book visual language, reimagining NFL players as modern day superheroes. This approach amplifies the personalities and physicality of the game, while establishing a distinctive, entertainment-led identity that feels both contemporary and unmistakably American.

As part of the core design team, I played a key role in shaping the creative direction from initial concept through to final delivery. I led the development of key visual principles and worked across title sequences, broadcast graphics, motion toolkits, and digital assets ensuring the system was cohesive, flexible, and scalable across all platforms.

The result is a high-impact brand world that brings energy, narrative, and consistency to Sky Sports NFL, helping position it as a premium, must-watch experience.