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Attacking Third
Attacking Third
Attacking Third
Company
Company
CBS Sports
CBS Sports
Partner
Partner
Golazo Network
Golazo Network
Role
Role
Director, Creative
Director, Creative
Year(s)
Year(s)
2023-2024
2023-2024
Context
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.
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
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.
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
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
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
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.
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.
Tools
Tools
Figma, Photoshop, Illustrator
Figma, Photoshop, Illustrator
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.
Sports
Sports
Brand Identity & Visual Language
Brand Identity & Visual Language
Credits
Credits
Director, Social Media
Director, Social Media
Rushil Sawney
Rushil Sawney
Show Host
Show Host
Sandra Herrera
Sandra Herrera
Show Host
Show Host
Lisa Roman
Lisa Roman
Director, Marketing
Director, Marketing
Laura Resnick
Laura Resnick
STREET FOOTBALL HAS A VISUAL LANGUAGE. WE JUST NEEDED TO FIND IT.
STREET FOOTBALL HAS A VISUAL LANGUAGE. WE JUST NEEDED TO FIND IT.
