Made for SportsCenter

Turning the phrase fans already use into a brand platform

SportsCenter has always been part of the language of sports. The opportunity was to build on that behavior with a simple idea: “That’s Going to be on SportsCenter.”

We turned the phrase into a strategic platform and visual identity designed to feel as varied and expressive as the fans saying it. The system stretched across typography, logo design, color, photography, animation, and unexpected physical touchpoints (ie: including an ice cream truck).