OREILLY
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Overview
Context
Attacking Third started as a CBS Sports podcast covering women's soccer. When it expanded to a studio show on the Golazo Network, it needed an identity that could hold its own on broadcast—something that felt like the sport, not just the network.
Problem
The existing branding was generic. Women's soccer has a distinct culture: global, gritty, expressive—and the show needed to reflect that, not smooth it over. The identity also had to flex across broadcast graphics, social, and studio environments from day one.
Process
I owned the project end-to-end. Took inspiration from street football—the graffiti, the color, the raw energy of pickup culture—and anchored the system around Atomic, a typeface that brought the raw, handmade energy of street culture into a broadcast-ready identity. Drove alignment through visual explorations and stakeholder presentations, then delivered a lightweight style guide for executio
Impact
The identity launched with the show's move to broadcast and established Attacking Third as a distinct voice within CBS Sports' women's soccer coverage—not a sub-brand, but its own thing.
Credits