Fox

Thursday Night Football

OVERVIEW

FOX brought us in to brand their new Thursday Night Football as a not-to-be-missed event with serious impact. They knew the night had the potential to be a massive audience driver. And with a stronger slate of games than ever before, they wanted an identity system that would get the message out. Loudly.

BETWEEN THE LINES

Instead of exploring a classic approach to arrows, X’s, and O’s, we took a more disruptive and elemental path — developing bold and minimal geometric iconography. Essential, reductive shapes are the foundation. And a lux palette gives life and importance to the overall look.

ICONIC TEAMS

For matchups, we crafted an illustrative version of each team’s logo — using the simplicity of moving between full screen imagery to line drawing for emphasis, attention, and a fresh look. This design system extended beyond broadcast to OOH and social applications.

NOW IT’S A GAME

The messaging system was designed to further transform audience perception and call out how great Thursday night games are now that they’re on FOX. NOW IT’S A GAME firmly puts FOX’s stake in the ground for this better night of football. With attitude. And FOX swagger.