ESPN SportsCenter@Night Brand

STRATEGY
Transform SportsCenter’s late night block into a sports version of late night talk shows.

OVERVIEW
ESPN needed to reach new audiences. We built an entirely new brand for ESPN called SC@Night, with a new identity and a new creative direction built around one behavior: End Your Day on a Highlight. Giving our anchors more of a spot required an elevated editorial approach for photography. Then we leaned in to the world of neon lighting for our design language to speak to the late night aspect of it all.

EXECUTION
End Your Day on a Highlight: We created a new brand id, radio, digital, and a series of spots. Our branding informed the design of the late night set.

Role: Senior Creative, 72andSunny