The NFL on CBS
The NFL on CBS
CBS has broadcast the NFL for over 50 years. For the 2025 season, we set out to evolve the visual language while maintaining the strength of the established brand. The challenge was resources. Given the scale of the campaign: broadcast, streaming, digital, and out-of-home, we had to create a design system that could hold up without losing consistency or slowing down production. Every designer down the line could not be making new design decisions. We did not have the resources to spend time that way and doing so is a recipe for consistency drift. The impact was faster asset production by providing a clear structure, all while achieving visual consistently in a large multi-platform campaign.
Role: Art Direction
Design Director: Felipe Cerdan
Motion Director: Carlos Molina
Motion: Zach Haugen, Chris Peregom
Visual Development
I defined the visual tone of the campaign by creating moodboards and conceptual layouts. Design focused on team-driven layouts and tactile surfaces like concrete, lucite, and plastic. I worked with 3D artists throughout the process to refine how these materials translated into the final visual language. The goal was to create a bold, dimensional aesthetic that would elevate the teams and be instantly recognizable across platforms.
System & Key Art
The campaign relied on a centralized key art system designed to scale across formats.
I led the development of the schedule-based layout system, creating a clear, flexible structure that could:
adapt to varying numbers of games
remain legible across sizes and aspect ratios
be easily deployed without ongoing design decisions
Motion
I Collaborated with the motion team to develop the motion language and guide visual consistency across assets.
Implementation
I worked with the team to extend the system across a wide range of deliverables, including broadcast graphics, social, streaming platforms, and display.
I also created a comprehensive style guide outlining typography, layout rules, and usage guidelines to ensure consistency across all outputs.
Implementation
I worked with the team to extend the system across a wide range of deliverables, including broadcast graphics, social, streaming platforms, and display.
I also created a comprehensive style guide outlining typography, layout rules, and usage guidelines to ensure consistency across all outputs.
