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CBS Sports Bracket Games Rebrand
CBS Sports Bracket Games Rebrand
CBS Sports Bracket Games Rebrand
Company
Company
CBS Sports
CBS Sports
Sponsor
Sponsor
AT&T, Nissan
AT&T, Nissan
Role
Role
Director, Creative
Director, Creative
Context
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.
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
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.
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
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.
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
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.
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.
Tools
Tools
Figma, Illustrator
Figma, Illustrator
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.
Sports
Sports
Brand Identity & Visual Language
Brand Identity & Visual Language
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
Bracket Games deserved an identity that actually felt like March Madness.
Bracket Games deserved an identity that actually felt like March Madness.
