National Football League (NFL)

Already the industry standard when it comes to competition within the sport, the National Football League was looking to strengthen its online presence and promote its brand beyond a basic news site. To achieve this, I worked directly with top executives and industry influencers to assess expectations and find opportunities to differentiate their site.

As part of the brand visioning, I….

conducted preliminary competitive analysis with both direct and tangential companies (ie., ESPN, MLB, etc)
designed and developed several options based on visual tones (media-rich, story-focused, people-based)
ran workshops to further develop themes and collect feedback
and led efforts to place more focus on elements that promote user engagement – such as video (NFL Network), e-commerce (NFL Shop), community building (Fantasy Football), as well as a live interactive game-tracker

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