Sports Illustrated
How a legacy sports brand accelerated their iconic identity to launch on a new platform.
THE BRAND
For more than 70 years, Generations considered the covers and content of Sports Illustrated to be the pinnacle of sports media and journalism. Sports Illustrated shaped how the world experienced sports—authoritative, iconic, and culturally defining. Over time, their grip on consumption behavior loosened. But this well established equity, built by years of epic sports moments and stories, served as a strong foundation to venture into always-on digital content — the Sports Illustrated Fast Channel.
The Work
To evolve that legacy for a modern, always-on digital TV environment, we created a new branding system built for motion, scale, and flexibility. Anchored in the most iconic element of the brand—the Sports Illustrated logo—we developed The I, a fluid, interactive design system. It powers patterns, content, and on-screen assets that make the brand instantly recognizable, while allowing it to move at the speed of today’s sports culture. The entire design suite was not only implemented for the launch of the medium, but is also implemented into all of the channel’s programming and content packages.
Additional Work
Let’s create the extraordinary together
