The National Football League (NFL), renowned globally for its deep-rooted traditions and iconic presence, aimed to modernize and expand its digital offerings. This vision led to the evolution of NFL Game Pass into NFL+, a brand identity designed to bridge the league’s legacy with a forward-thinking digital experience. We were brought in to reimagine this identity, ensuring it honored the NFL’s storied past while paving the way for a digital future.
The core challenge was to create a distinct, modern identity for NFL+ that would resonate with both traditional fans and a new, digitally-savvy audience. The design needed to seamlessly integrate into the NFL Network’s broader brand while standing out as an independent, forward-looking entity. It was essential to honor the brand's rich heritage while positioning it as a leader in digital innovation, a task made even more significant by the NFL’s iconic status.
Our approach was driven by deep collaboration and strategic insights. We brought fresh perspectives that complemented the NFL Network's creative direction, ensuring every design element honored the league’s legacy while embracing modern aesthetics. Our strategy included:
Historical & Market Research
We conducted a thorough analysis of the NFL’s history, merging insights with contemporary branding trends to craft an identity that felt both familiar and innovative.
Integrated Creative Strategy
Our team worked closely with the NFL Network's creative team to ensure the design captured the spirit of the brand while signaling a bold new direction.
Bold, Future-Focused Design
We aimed to create a design that was distinctly recognizable, yet innovative enough to signal a new digital era for the NFL.
The new NFL+ identity emerged as a bold evolution, stepping out of the iconic NFL shield to symbolize a fresh direction. The design featured a stylized Vega Star, tying back to key elements of the NFL’s heritage—reminiscent of stitching on the football, cleat marks, and the union of past and future. This strategic approach seamlessly blended the traditional with the contemporary, creating a bridge between the league’s legacy and its digital transformation.
The result was an identity system that was not only visually striking but also deeply meaningful, connecting with both long-time fans and new audiences. This design excellence was further validated when NFL+ won a Gold Medal for Brand Identity at the Davey Awards, a testament to the success of our collaborative efforts with the NFL Network.
The transformation of NFL Game Pass into NFL+ underscores the importance of blending tradition with innovation. Our creative collaboration with the NFL Network's team enabled us to craft a design that celebrates the NFL’s legacy while embracing a bold, digital future. The success of the project, highlighted by the Gold Medal win at the Davey Awards, reaffirms our belief that great design can act as a bridge, connecting brands to their audience in fresh and exciting ways.
