Sports Illustrated brought me on to redesign the brand for their Sportsbook platform. The brief was in figuring out how to retain the legacy but modernize it for the current competitive landscape. It needed to feel like SI without the editorial, native to digital.
Embracing the deep legacy of one of the most iconic brands in sports — and finding a way to carry it forward without losing what made it matter.
I didn't want to just slap the SI mark on a betting app. It had to actually feel like Sports Illustrated — the editorial authority, the photography, the weight of decades of sports culture — translated into something that works at the speed of live odds and daily content.
The system needed to hold up everywhere — a score widget, a promo banner, a full editorial spread. Typography and color were tuned to carry SI's voice whether the context was a push notification or a hero moment.
After setting the tone for the motion language, I scaled it with another designer. It had to feel energetic enough to match live sports but stay clean enough that the interface never gets in the way.