OREILLY
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Overview
Context
CBS Sports' March Madness bracket experience needed a new identity. one that felt gamified and energetic without losing the credibility CBS Sports had built around tournament coverage.
Problem
The existing look was dated and inconsistent across platforms. For a product built around competition and stakes, it wasn't doing enough to pull people in.
Process
I defined the creative direction and drove the brand mark through an extensive iterative process, making the final call on a direction that balanced gamified energy with CBS Sports' authority. Built a Figma component library that three designers executed from, keeping consistency across every surface at scale.
Solution
A nostalgic-modern identity drawing from vintage sports palettes, with a redesigned logo, modular marketing assets, and a foundational style guide built for reuse across web, email, and campaign surfaces.
Credits
