As Art Director within Prime Video Sports, I helped steward the visual identity for Thursday Night Football, working across internal teams and agency partners to maintain a consistent expression of the brand throughout the season.
The challenge was designing for a brand that changes every week. Every matchup introduced different teams, colors, players, scores, storylines, and content needs, while the work still needed to feel unmistakably TNF.
Rather than designing around individual assets, we focused on building a flexible system with clear rules for typography, hierarchy, team color, photography, player imagery, and game information. The goal was to establish what needed to remain consistent and where the system could flex.
That framework allowed teams and players to change without rebuilding the creative each week. Player imagery could be swapped, team identities could come forward, and information could expand from a simple matchup to scores and live game moments while maintaining the same underlying visual language.
My role was to help make and uphold those decisions across internal teams and external partners, ensuring the system remained cohesive as it moved across Prime Video, Amazon.com, social, marketing, broadcast, and the broader game day experience.
The challenge was designing for a brand that changes every week. Every matchup introduced different teams, colors, players, scores, storylines, and content needs, while the work still needed to feel unmistakably TNF.
Rather than designing around individual assets, we focused on building a flexible system with clear rules for typography, hierarchy, team color, photography, player imagery, and game information. The goal was to establish what needed to remain consistent and where the system could flex.
That framework allowed teams and players to change without rebuilding the creative each week. Player imagery could be swapped, team identities could come forward, and information could expand from a simple matchup to scores and live game moments while maintaining the same underlying visual language.
My role was to help make and uphold those decisions across internal teams and external partners, ensuring the system remained cohesive as it moved across Prime Video, Amazon.com, social, marketing, broadcast, and the broader game day experience.
Players and storylines can change quickly throughout a season, so compositions could not depend on one specific image or athlete.
We built layouts around repeatable relationships between type, imagery, and information, allowing players or team logos to be swapped without compromising the composition or requiring the creative to be rebuilt from scratch.
We built layouts around repeatable relationships between type, imagery, and information, allowing players or team logos to be swapped without compromising the composition or requiring the creative to be rebuilt from scratch.
TNF needed to feel consistent without making every matchup look the same. We created a visual framework that could absorb the variables of live sports while maintaining a recognizable foundation.
The system established the constants, including typography, composition, hierarchy, and core brand elements, while creating room for team color, player imagery, scores, and matchup information to change from week to week.
The system established the constants, including typography, composition, hierarchy, and core brand elements, while creating room for team color, player imagery, scores, and matchup information to change from week to week.
With internal teams and external partners producing creative throughout the season, the system needed to work without relying on a single designer to make every decision.
Clear visual rules gave teams enough structure to create consistently while still leaving room to respond to the specific needs of each matchup and moment.
Clear visual rules gave teams enough structure to create consistently while still leaving room to respond to the specific needs of each matchup and moment.
