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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
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 defined the creative direction and built a Figma component library that three designers executed from, ensuring consistency at scale. I drove the brand mark through an extensive iterative process, making the final call on a direction that balanced gamified energy with CBS Sports' credibility.
I defined the creative direction and built a Figma component library that three designers executed from, ensuring consistency at scale. I drove the brand mark through an extensive iterative process, making the final call on a direction that balanced gamified energy with CBS Sports' credibility.
Impact
Impact
The rebrand delivered stronger visual consistency and energy across platforms. Performance testing with the acquisition team informed refinements that drove a 25% improvement in engagement and click-through across key campaign banners.
The rebrand delivered stronger visual consistency and energy across platforms. Performance testing with the acquisition team informed refinements that drove a 25% improvement in engagement and click-through across key campaign banners.
Impact
The rebrand delivered stronger visual consistency and energy across platforms. Performance testing with the acquisition team informed refinements that drove a 25% improvement in engagement and click-through across key campaign banners.
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
