• Animation
  • Branding
  • Strategy


Now it’s a game. Thursday Night Football has often felt like a throwaway in the past, but Fox aimed to change that. Their acquisition of the property came with a stronger slate of games than in past seasons, and they needed an impactful brand system to get that message out there. This is something new. This is something different. This is something better.

A New Spin

Graphic designers love to interpret football as Xs, Os, and arrows – stylized takes on play diagrams. It’s been done well many, many times. So for this brand system, we wanted to explore something more disruptive. We developed bold and minimal geometric iconography that feels refreshingly different. It’s modern without feeling too sci-fi and impactful without resorting to gigantic-chrome-robot clichés.