2022
NFL UK
Brand Development
UI
NFL UK
The NFL UK design system combines color theory with eye catching visuals to drive conversions.
NFL UK requested help translate and implement their refreshed branding across digital platforms, with a primary focus on establishing a foundational email design system.
NFL UK
The initiative began with creating a flexible email architecture that could support ongoing marketing needs, starting with a welcome series and extending into broader campaign strategies. The new branding required not only strong visual cohesion but also careful consideration of accessibility and digital responsiveness.
NFL UK
Color pairings were tested extensively to meet contrast and accessibility standards across all platforms. The vibrant new palette required thoughtful combinations that maintained legibility while capturing the energy of the brand. A standout execution was an animated welcome series hero where the NFL logo dynamically interacted with the campaign line “Different League,” bringing motion and attention to the refreshed identity. Overall, the strategic design system contributed to measurable increases in both click-through and open rates, signaling strong audience engagement.
NFL UK
To bring the refreshed identity to life, I developed ten player-focused templates that anchored the overall visual system. A key feature of the design system were abstracted elements from an actual NFL football—such as the grip texture and laces—to create organic color dividers. These dividers not only smoothed transitions between the brand’s bold new color palette but also introduced a timeless visual element tied directly to the sport. This solution ensured longevity and easy scalability, allowing for subtle seasonal or player-based adjustments without the need for full redesigns.
More Works
(DHB — 02)
©2025
2022
NFL UK
Brand Development
UI
NFL UK
The NFL UK design system combines color theory with eye catching visuals to drive conversions.
NFL UK requested help translate and implement their refreshed branding across digital platforms, with a primary focus on establishing a foundational email design system.
NFL UK
The initiative began with creating a flexible email architecture that could support ongoing marketing needs, starting with a welcome series and extending into broader campaign strategies. The new branding required not only strong visual cohesion but also careful consideration of accessibility and digital responsiveness.
NFL UK
Color pairings were tested extensively to meet contrast and accessibility standards across all platforms. The vibrant new palette required thoughtful combinations that maintained legibility while capturing the energy of the brand. A standout execution was an animated welcome series hero where the NFL logo dynamically interacted with the campaign line “Different League,” bringing motion and attention to the refreshed identity. Overall, the strategic design system contributed to measurable increases in both click-through and open rates, signaling strong audience engagement.
NFL UK
To bring the refreshed identity to life, I developed ten player-focused templates that anchored the overall visual system. A key feature of the design system were abstracted elements from an actual NFL football—such as the grip texture and laces—to create organic color dividers. These dividers not only smoothed transitions between the brand’s bold new color palette but also introduced a timeless visual element tied directly to the sport. This solution ensured longevity and easy scalability, allowing for subtle seasonal or player-based adjustments without the need for full redesigns.
More Works
(DHB — 02)
©2025
2022
NFL UK
Brand Development
UI
NFL UK
The NFL UK design system combines color theory with eye catching visuals to drive conversions.
NFL UK requested help translate and implement their refreshed branding across digital platforms, with a primary focus on establishing a foundational email design system.
NFL UK
The initiative began with creating a flexible email architecture that could support ongoing marketing needs, starting with a welcome series and extending into broader campaign strategies. The new branding required not only strong visual cohesion but also careful consideration of accessibility and digital responsiveness.
NFL UK
Color pairings were tested extensively to meet contrast and accessibility standards across all platforms. The vibrant new palette required thoughtful combinations that maintained legibility while capturing the energy of the brand. A standout execution was an animated welcome series hero where the NFL logo dynamically interacted with the campaign line “Different League,” bringing motion and attention to the refreshed identity. Overall, the strategic design system contributed to measurable increases in both click-through and open rates, signaling strong audience engagement.
NFL UK
To bring the refreshed identity to life, I developed ten player-focused templates that anchored the overall visual system. A key feature of the design system were abstracted elements from an actual NFL football—such as the grip texture and laces—to create organic color dividers. These dividers not only smoothed transitions between the brand’s bold new color palette but also introduced a timeless visual element tied directly to the sport. This solution ensured longevity and easy scalability, allowing for subtle seasonal or player-based adjustments without the need for full redesigns.
More Works
©2025