ABC
NFL DRAFT BRANDING
We are so proud of the branding package we created to support the ABC NFL Draft. With the disruption caused by the pandemic, the Draft is one of the only sporting events that a feverish audience will have to enjoy for a while. Finding the right tonality is always a significant part of the task, this year, especially so. The team hit the project as hard as possible and developed a lot of excellent options, ultimately scoring with this brand package. Go team!
Branding | Design | Motionography | Color Correction
P.S. Getcha Popcorn ready
Creative Director: Eric Edwards
Designed by: Eric Edwards, Vince Diga, Lindsay Daniels, Roberto Brambilia, Ann Kruetzkamp
Animation team: Roberto Brambilia, James Webber
Producer: Andrew Kobliska
Executive Producer: Andrew Kobliska
Executive Creative Director: Sevrin Daniels
Network: ABC
Executive Director, Branding & Design: Lucas Aragon
Art Director: Christopher Abbey
Design Producer: Karla Senz
Creative Director: Eric Edwards
Designed by: Eric Edwards, Vince Diga, Lindsay Daniels, Roberto Brambilia, Ann Kruetzkamp
Animation team: Roberto Brambilia, James Webber
Producer: Andrew Kobliska
Executive Producer: Andrew Kobliska
Executive Creative Director: Sevrin Daniels
Network: ABC
Executive Director, Branding & Design: Lucas Aragon
Art Director: Christopher Abbey
Design Producer: Karla Senz
The Process
After designing the minimal, streamlined aesthetic for the ABC NFL Draft, we crafted a set of highly customizable templates for the in house ABC team to create their promos.
We were tasked with creating a style that was not overly bombastic, as is typically associated with NFL sporting events. The ABC program was all about highlighting the player’s personal stories rather than focusing on gameplay. One thing we discovered during the initial design exploration was that ideas that were flashy or extravagant missed the mark tonally. This was partially due to the show’s subject matter and also partly due to societal attitudes as a result of the pandemic, so we angled in on approachability.
The client landed on an idea that used large outlined typography to convey messaging, complemented by sliding panels and lines. Utilizing analog textures like wrinkled, wheat paste paper added a tactile and personal feel.
The package was animated in a way that was easy for the client to customize. Copy, images, and footage were all set up to accommodate the retention of styles and treatment streamlining the promotional production workflow.
