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.
Impact
A/B testing with the acquisition team validated the new direction: key campaign banners saw a 25% improvement in engagement and click-through. The style guide became the reusable foundation across web, email, and campaign surfaces going forward.
Credits