Overview
For Super Bowl LIV, FOX Sports provided our design team with a kit
of approved campaign assets, including logos, typography, patterns, textures, photography, backgrounds, and a vibrant Miami-inspired color palette. Three designers explored multiple concepts for translating those elements into the FOX Sports digital experience.
My concept was selected as the visual direction for the final homepage branding.
of approved campaign assets, including logos, typography, patterns, textures, photography, backgrounds, and a vibrant Miami-inspired color palette. Three designers explored multiple concepts for translating those elements into the FOX Sports digital experience.
My concept was selected as the visual direction for the final homepage branding.
Challenge
The goal was to create an experience that captured the energy of Super Bowl LIV and its Miami setting while keeping FOX Sports clearly at the forefront. Once selected, the concept also needed to translate across dramatically different formats without sacrificing brand hierarchy or essential event information.
Approach
Inspired by the campaign's vivid palette, I layered gradients, patterns, player imagery, palm leaves, and tropical elements to create depth and reinforce the Miami setting. The branded football anchored the composition while communicating key event information.
I then extended the selected look and feel across homepage skins, desktop and mobile countdown banners, and promotional placements throughout the FOX Sports site. For smaller formats, I established a clear hierarchy: FOX branding first, followed by the Super Bowl identity and essential event information, with decorative elements simplified or removed as space required.
Superbowl LIV Side Banner Design
Outcome
Final PSDs were handed off to development, and I remained involved through implementation QA, adjusting compositions when necessary to maintain legibility and prevent awkward image cropping.
The resulting experience launched across FOX Sports for Super Bowl LIV. Seeing my concept selected from multiple creative directions and ultimately deployed at the scale of one of the world's largest sporting events was one of the most rewarding aspects of the project.
