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CBS Sports Bracket Games
CBS Sports Bracket Games
CBS Sports Bracket Games
CBS Sports Bracket Games
Company
Company
CBS Sports
CBS Sports
Sponsor
Sponsor
AT&T, Nissan
AT&T, Nissan
Role
Role
Director, Creative
Director, Creative
Context
Context
Bracket Games—CBS Sports’ March Madness bracket experience—needed a refreshed identity that felt more gamified, cohesive, and engaging for both casual fans and competitive players.
Bracket Games—CBS Sports’ March Madness bracket experience—needed a refreshed identity that felt more gamified, cohesive, and engaging for both casual fans and competitive players.
Problem
Problem
The existing look felt dated and inconsistent across platforms, lacking the energy and clarity expected from a major tournament product.
The existing look felt dated and inconsistent across platforms, lacking the energy and clarity expected from a major tournament product.
Process
Process
I drew from traditional and vintage sports palettes to create a nostalgic-modern aesthetic. I built a Figma component library, refined layouts across web and email, redesigned the logo, and created modular marketing assets and a foundational style guide.
Throughout development, I collaborated with the audience acquisition team to A/B test banner variations and apply performance learnings to visual decisions.
I drew from traditional and vintage sports palettes to create a nostalgic-modern aesthetic. I built a Figma component library, refined layouts across web and email, redesigned the logo, and created modular marketing assets and a foundational style guide.
Throughout development, I collaborated with the audience acquisition team to A/B test banner variations and apply performance learnings to visual decisions.
Impact
Impact
The updated identity delivered a clearer, more energetic presence and improved visual consistency.
Performance testing with the acquisition team guided refinements that strengthened click-through and engagement across key campaign banners, supporting a stronger tournament kickoff for millions of bracket players, leading to a 25% improvement in engagement and placement.
The updated identity delivered a clearer, more energetic presence and improved visual consistency.
Performance testing with the acquisition team guided refinements that strengthened click-through and engagement across key campaign banners, supporting a stronger tournament kickoff for millions of bracket players, leading to a 25% improvement in engagement and placement.
Impact
The updated identity delivered a clearer, more energetic presence and improved visual consistency.
Performance testing with the acquisition team guided refinements that strengthened click-through and engagement across key campaign banners, supporting a stronger tournament kickoff for millions of bracket players, leading to a 25% improvement in engagement and placement.
Sports
Sports
Brand Identity & Visual Language
Brand Identity & Visual Language
Credits
Credits
Credits
Sr. Product Marketing Manager
Sr. Product Marketing Manager
Tia Guntz
Tia Guntz
Software Engineer
Software Engineer
Daniel Prada
Daniel Prada
Designer
Designer
Keytron Jordan
Keytron Jordan
Designer
Designer
Claire Komarek
Claire Komarek
Designer
Designer
Hailey Meuchel
Hailey Meuchel
