BLEACHER REPORT REBRAND

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As Multimedia Director at Bleacher Report, my role was more than just overseeing content production—it was about shaping the creative direction of our digital identity and fundamentally transforming how B/R operated as a brand in the sports media landscape. When I joined, social media was still seen as a secondary component of the business, mainly used to drive traffic to the website. But I saw the shift happening in real-time—fans weren’t waiting to visit a sports website after a game; they were living in the moment on Twitter, Instagram, and Snapchat. Social wasn’t just a marketing tool; it was where culture was being shaped. Understanding this shift, I helped redefine Bleacher Report’s social presence from a simple content distributor into the definitive voice of sports culture online. That meant crafting an aesthetic, tone, and engagement strategy that wasn’t just about covering the games but about reflecting the emotions, the fandom, and the internet-native conversations happening around them. The vision was clear: B/R wasn’t just going to report sports news; it was going to shape the way fans consumed, reacted to, and engaged with the game itself.

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As our social presence grew, it became increasingly clear that our brand identity needed to evolve to match our cultural dominance. Bleacher Report had established itself as THE social voice of sports, but visually, our branding still carried remnants of an era when we were just another digital publisher. There was a disconnect between our cultural impact and our visual and tonal representation. That’s where the rebrand came in. We needed a design system that could scale, one that reflected the bold, fast-paced, and culturally aware nature of our content. We weren’t just a sports news outlet—we were a cultural brand, and we needed an identity that carried the same weight as streetwear brands, music labels, and entertainment powerhouses.

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I worked closely with Bennett Spector and our marketing and design teams, to establish the design language for the new Bleacher Report identity. The goal was to create a system that was modern, adaptable, and instantly recognizable across all touchpoints—from the app to social media to print and merchandise. The rebranding of Bleacher Report was not just a visual refresh but a complete overhaul of how the brand positioned itself in the sports media landscape. Our original lowercase br logo, housed in a grey-and-orange square, reflected our early days as a digital disruptor, but as we matured into a dominant force in sports culture, it became clear that our branding needed to evolve with us. The new logo, redesigned in-house with lead designer Justin Chen, transitioned to uppercase lettering, a more geometric font, and a bold, collegiate-inspired aesthetic, signifying our authority and presence in the sports world. The square became a rectangle, and the slash between "B" and "R" grew thicker, a subtle yet intentional visualization of the intersection of sports and culture—the foundation of everything B/R stood for.

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At its core, B/R needed to transcend being just a digital publisher and instead become a cultural hub for sports fans—one that spoke their language, reflected their emotions, and understood their evolving consumption habits. The identity was built around the raw, unfiltered energy of the game, mirroring the voice of a die-hard fan with a mix of irreverence, insight, and impeccable timing. The creative direction leaned into bold typography, kinetic design, and a storytelling approach that blurred the lines between sports, fashion, music, and internet culture. Every touchpoint, from the social feed to the app experience, was crafted to feel like a living, breathing conversation, one that fans didn’t just consume but actively participated in.

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The Bleacher Report logo has undergone a transformation that mirrors the evolution of both the brand and the broader sports media landscape. In its earliest form, the logo had a 3D extruded and beveled aesthetic, a look that was common in the mid-2000s when digital brands aimed to appear dynamic and dimensional. As design trends shifted toward minimalism and flat aesthetics, B/R followed suit, refining its mark into a cleaner, more modern flat design. This shift signified a move toward a more contemporary and digital-first identity, making the brand feel sharper and more agile in an increasingly mobile and social-driven world. Eventually, the logo evolved further into a monochromatic palette, stripping away excess and reinforcing a more premium and editorial feel. This stage in the brand's visual identity marked its growing authority in sports media, presenting Bleacher Report as a brand that was not just reporting on the culture of sports but actively shaping it. The latest iteration of the logo is the culmination of that journey, a mark that is instantly recognizable and confidently understated.

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The brand guidelines were the visual and tonal DNA of Bleacher Report, ensuring consistency across all creative executions. The color palette was built around a modern, high-contrast black and white base, punctuated with accent colors that adapted based on cultural moments or partnerships. Typography was bold, aggressive, and dynamic—large, high-impact headlines that mimicked the urgency of a breaking sports story. Motion design played a critical role in defining the brand’s aesthetic, with fast-paced cuts, glitch effects, and layered textures creating an unmistakable visual language. The photographic and video treatment leaned into a mix of grainy, cinematic compositions and high-energy action shots that felt immersive and visceral. But as our influence grew, so did the need for a brand campaign that articulated what we stood for. Fans already loved our content, but we needed to make it clear to the world that B/R was more than a news outlet—it was the new authority on sports culture. That’s where "Up Your Game" came in.

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The Bleacher Report rebrand was more than just a visual overhaul—it was a cultural repositioning that introduced the next evolution of sports media, fandom, and digital engagement. With an updated logo, refined brand identity, and a bold new creative direction, the rebrand solidified B/R as the preeminent voice in sports culture, bridging the gap between on-field action and off-field influence. The launch was paired with a revamped website and mobile app, designed to provide an immersive, curated experience for modern fans who engage with sports in bite-sized, socially-driven formats rather than traditional full-game viewing.

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The "Up Your Game" campaign wasn’t just about sports; it was about what it truly means to be a fan. In today’s world, fandom is about more than just the box scores and game highlights—it’s about the stories, the rivalries, the fashion, the drama, and the personalities that define the culture of sports. This campaign, our first major brand effort in partnership with Johannes Leonardo, challenged fans with a simple question: "Think you got the game?" But it wasn’t about playing the game—it was about understanding it beyond the surface. The commercial showcased the layers of sports culture, featuring kids with undeniable swagger walking through the streets, asking viewers if they truly “get it.” Cameos from sports icons like Allen Iverson and Marquette King reinforced the idea that being a fan means knowing the history, the trends, the moments, and the language of the game.

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The rebrand wasn’t just an internal exercise—it needed a cultural moment to announce itself to the world. That’s where our national rebrand campaign came in. Working closely with Will Leivenberg from our brand marketing team, I helped gut-check, consult, and provide creative oversight as we collaborated with Johannes Leonardo, one of the most respected creative agencies in the industry, to bring the campaign to life. The challenge was clear: we had completely transformed as a company, but there were millions of fans who still saw us as the Bleacher Report of old. The commercial needed to reintroduce B/R to the sports world, showing that we weren’t just another sports publisher—we were THE social voice of sports. The combination of the rebrand, the national campaign featuring a commercial and OOH ad placements, and our evolved social-first content strategy cemented Bleacher Report’s position as the definitive sports media brand for the next generation. Our work transformed B/R from a digital sports site into a cultural force, one that wasn’t just covering sports but shaping the way fans experienced them. The rebrand was a reflection of our evolution, and the results spoke for themselves.

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As a consulting producer and art director, my responsibility was to ensure that the campaign felt true to B/R’s DNA. Since social media was a driving force behind the brand’s success, I was brought in to make sure the tone, attitude, and execution of the campaign aligned with the culture we had built on Instagram, Twitter, and beyond. From the casting choices to the visual storytelling, my role was to ensure that every element reflected real sports culture, not a fabricated version of it. The commercial didn’t just borrow from B/R’s social voice—it mirrored it. The if you know, you know mentality that had made our posts viral was embedded in every frame, making it feel like an extension of the brand, rather than just an ad. This campaign wasn’t just about reaching new audiences—it was about solidifying B/R’s role as the leading force in modern sports fandom. The logo refresh, website redesign, and app relaunch all played a part in this evolution, but "Up Your Game" was the loudest statement yet. It announced that B/R wasn’t just covering sports culture—it was shaping it. By fusing real-time digital engagement with premium brand storytelling, we created something that wasn’t just a commercial—it was a movement. It set the stage for B/R’s next phase, proving that the future of sports media isn’t just about reporting the game—it’s about living it.

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The style-focused segments paid homage to the way athletes use fashion as self-expression, from Allen Iverson’s braids and baggy fits setting trends in the early 2000s to the NBA tunnel walk era, where players like Russell Westbrook and LeBron James transformed pre-game entrances into fashion runways. The game-changing headlines segment nodded to Kyrie Irving’s flat-earth comments, which ignited a cultural debate beyond basketball, and Kevin Durant’s infamous burner account fiasco, illustrating how social media has become an integral part of an athlete’s narrative. The flash of individuality was embodied in Antonio Brown’s Lego haircut, a symbol of the league’s growing embrace of personality, while Jaylon Sewell’s Odell Beckham Jr.-inspired blonde hair controversy subtly highlighted racial and generational divides in sports institutions. Sneaker culture’s billion-dollar influence was captured through Benjamin Kickz, the young sneaker mogul, emphasizing the role of hype culture in sports. Bat flips from Yasiel Puig and José Bautista symbolized the shifting unwritten rules of baseball, a sport traditionally resistant to change.

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The tribute to Craig Sager underscored the intersection of sports and media, honoring his legendary sideline presence and signature colorful suits. Kevin Durant’s “cupcake” meme, which originated as Russell Westbrook’s subtle dig after KD’s departure from OKC, illustrated how digital culture can redefine rivalries. Allen Iverson’s “We talkin’ about practice” rant was repurposed to show how a single moment can transcend time and remain culturally significant. The “No Fun League” theme featuring Marquette King tackled the NFL’s historically strict stance on celebrations, reflecting the players’ push for more individuality. Finally, the Dee Gordon home run tribute to José Fernández, where a teammate honored his fallen friend in one of baseball’s most emotional moments, emphasized that sports are about more than just the game—they are about legacy, emotion, and human connection. Every reference was deliberately placed to capture the soul of sports culture today, proving that understanding the game means understanding the world around it.

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The visual language was bold, the pacing was electric, and every beat of the spot was meant to feel like it belonged in the social conversation, not just on a television screen. The creative structure of the commercial followed the same philosophy that had made B/R’s Social Moments team a success: sports moments don’t just happen—they reverberate. The spot showed how a single highlight can become a viral meme, how a hairstyle can spark debate, how a post-game interview can become an anthem, and how a simple celebration can shift the culture.

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It was designed to be referenced, remixed, and reshared, embodying the way fans engage with sports in the digital age. This wasn’t just an advertisement—it was an invitation for fans to see themselves in the story of sports culture. It acknowledged that the biggest moments aren’t just about who wins or loses, but about how those moments are remembered, talked about, and reinterpreted across generations. More than anything, it was a statement that if you don’t understand sports culture, you don’t truly understand sports. The response to the commercial was immediate and undeniable. Within months, brand awareness surged, logo recognition increased by 46%, and engagement across B/R platforms reached new heights. But beyond the numbers, what mattered most was that fans saw themselves in the brand in a way they hadn’t before. This wasn’t just Bleacher Report covering sports—this was Bleacher Report owning the conversation around it.

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The impact of the rebrand was immediate. Monthly app installs surged by 20%, signaling a renewed user interest in B/R’s digital experience. On launch day alone, the platform hit 40 million total visits, setting a single-day traffic record and proving that fans were eager to engage with this new iteration of Bleacher Report. The rebrand also fueled a 200K increase in active monthly users, cementing B/R’s role as the go-to destination for sports coverage that was deeply connected to music, fashion, social media, and entertainment. This transformative campaign was widely recognized across the industry, earning Clio Sports Silver for Integrated Campaign, Bronze in Film, and an Effie Silver for Entertainment & Sports, acknowledging its impact on both branding and marketing effectiveness. The campaign also reached #1 on Creativity-Online’s Top 20, reinforcing how B/R’s "Up Your Game" campaign wasn’t just about a new look—it was a statement about the future of sports media. By leaning into the cultural intersections of sports, B/R didn’t just report the game—it shaped how fans experienced it.

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The Bleacher Report logo has become an iconic symbol in modern sports culture, transcending its original identity as a media brand and embedding itself in the very fabric of sports and entertainment. The bold, minimalist B/R mark not only streamlined the brand’s presence across platforms but also repositioned Bleacher Report as more than just a news source—it became a cultural curator, an essential voice in the ever-evolving dialogue of sports. The rebrand wasn't just about aesthetics; it was about making a statement, establishing B/R as the leader in sports culture storytelling, and distinguishing it from traditional, legacy sports media. The presence of the Bleacher Report logo on NBA courts during TNT broadcasts was a defining moment for the brand, solidifying its position as an essential part of the sports conversation. By securing OOH (out-of-home) space on the sideline digital screens, we weren’t just advertising—we were embedding B/R into the fabric of live sports culture. The logo’s placement became more than just branding; it became a symbol of modern fandom, digital-first storytelling, and cultural relevance. Moments like LeBron James sitting courtside during the NBA Bubble with the B/R logo in clear view, or star players making game-winning shots with the brand subtly but powerfully present in the background, created an organic visual connection between B/R and the game itself. These high-impact placements weren’t just about visibility; they reinforced B/R as a mainstay in sports media, not just as a digital platform but as a recognizable force in real-world sports environments.

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Since its launch, the B/R logo has become synonymous with high-energy, socially-driven, fan-first content, appearing everywhere from digital platforms to branded collaborations, apparel, and athlete partnerships. You now see it on sideline gear, sneaker releases, exclusive merch drops, and within the social media content of the most influential athletes and artists. It’s a mark that resonates beyond just highlights and scores—it represents a new generation of sports fandom, one that thrives at the intersection of sports, music, fashion, and pop culture. The rebrand infused Bleacher Report with new energy, solidifying it as the definitive media brand for modern fans who consume sports in real-time and in ways that extend beyond the game itself. I was proud to be a small part of the team that helped bring this transformation to life, working alongside incredibly talented designers, strategists, and marketers to craft an identity that wasn’t just recognizable, but meaningful. The impact of the B/R logo today is undeniable—it has become a cultural badge, a symbol of the way sports are experienced today: through community, creativity, and an unapologetic embrace of everything that makes the game bigger than the scoreboard.

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The design of Bleacher Report’s New York City headquarters was a direct reflection of the brand’s evolution—modern, dynamic, and deeply immersed in sports culture. As part of the team overseeing the creative vision of the space, I worked closely with Brian Johnson, our Senior Director of Video Production & Technology, to art direct and build out an office environment that was more than just a workspace—it was an extension of the brand’s identity. The space, designed by Design Republic with Gardiner + Theobald as project managers and Omara as contractors, had to balance technical functionality with creative energy. The second and third floors of 1633 Broadway became a playground for innovation, with state-of-the-art production studios, edit bays, and control rooms seamlessly integrated alongside open, collaborative workspaces. We wanted to design an environment that felt alive with sports culture, where the energy of the game met the pulse of digital media and storytelling.

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The Bleacher Report headquarters in New York City was more than just an office—it was the physical manifestation of the brand’s transformation. Every detail of the space was meticulously designed to reflect the energy, culture, and ethos of B/R at a pivotal moment in its evolution. It wasn’t just about creating a functional workplace; it was about crafting an environment that felt alive with the pulse of sports, media, and culture. Bleacher Report’s journey in New York City started in a tight 2,000 sq. ft. Chelsea office, a space that embodied the scrappy, ambitious energy of a digital-first sports media brand on the rise. As B/R’s influence grew, so did the need for a larger, more dynamic workspace, leading to the move to 888 Seventh Avenue, a 13,000 sq. ft. office that marked the company’s transition into a true media powerhouse.  That next step came with 1633 Broadway, a space that wasn’t just designed for production, but for cultural impact—a creative epicenter where sports, media, and storytelling converged to define the future of sports culture.

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The basketball court at the center of the office became the company’s crown jewel, a symbolic reminder that we weren’t just reporting on the game—we were living it. The open layout fostered collaboration, while the cutting-edge production studios ensured that B/R could produce content at the highest level, in real-time, as sports culture unfolded. It was in this space that we fully embraced what B/R had become: not just a news outlet, but the social voice of sports. It was in this office that our boldest ideas took shape, where creative risks were encouraged, and where we truly defined our identity as a brand that sat at the intersection of sports, entertainment, and digital storytelling.

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One of the key elements we focused on was making the office feel like a sports culture hub, rather than a traditional media headquarters. That meant including a basketball court where employees could literally play during breaks or hold impromptu meetings while shooting around. The court wasn’t just an amenity—it was a statement about how B/R lived and breathed sports, reinforcing that the game wasn’t just something we covered, but something we actively participated in. To further emphasize our connection to sports, entertainment, and pop culture, we curated bold, visually striking murals and art installations throughout the space. These weren’t just decorative elements—they were storytelling pieces, illustrating the dynamic energy of sports fandom and bridging the gap between athletes, fans, and digital content. A rotating gallery space in the heart of the office showcased emerging and established artists, reflecting B/R’s role in championing creativity and cultural relevance in sports media. I helped Will fill the walls with art from some of our favorite collaborators on the social moments team like Ryan Simpson or PVTSO.

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On the production side, we ensured that the Black Box Studios, Voice-Over Booths, and Racked Equipment Rooms were built to high-performance standards, capable of producing real-time content, breaking news coverage, and high-quality original video. Working closely with Brian, we made sure that our editors, producers, and creatives had the tools they needed to keep up with the always-on sports news cycle, while also having the freedom to experiment with new storytelling formats. Every element of the office design was intentional—it was about creating an atmosphere that fueled creativity, encouraged collaboration, and reflected the DNA of B/R’s brand. This was a space that felt as authentic and culturally sharp as the content we were creating every day. It was more than an office; it was a physical manifestation of the new Bleacher Report—a brand that didn’t just report on sports but shaped the culture around it.

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The Madsteez mural on our in-office basketball court was the crown jewel of this vision, an electrifying visual that transformed the space into a living, breathing representation of Bleacher Report’s brand evolution. Having already collaborated on murals for our San Francisco office, I worked alongside Will Leivenberg to bring in Madsteez once again—this time to create something that embodied the intersection of sports, culture, and storytelling that defined B/R’s identity. The result was a larger-than-life homage to basketball and its impact on global culture, featuring Michael Jordan soaring mid-flight, surrounded by an all-star courtside lineup of cultural icons.

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But this was more than just an art installation—it was a physical manifestation of our rebrand. Every element of the mural spoke to B/R’s role in shaping sports culture rather than just reporting on it. From Drake, Spike Lee, and Jack Nicholson—each representing a different era of die-hard courtside fandom—to Jay-Z, Beyoncé, and Rihanna, who exemplified the growing crossover between music, fashion, and sports, the mural told a deeper story. It even featured Craig Sager, suited in his signature flamboyant style, nodding to B/R’s parent company, TNT, and the enduring legacy of sports media. An empty seat was deliberately placed courtside, inviting employees, guests, and athletes to step into the mural for photo ops that seamlessly integrated them into the culture B/R championed. With the B/R logo placed boldly in the upper corner, the mural wasn’t just a backdrop—it was a declaration. This was the new Bleacher Report, where sports weren’t just covered, but celebrated as a cultural movement.

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Will and I had worked with Timothy McAuliffe in our Media Lab days, and he was one of our favorite artists—someone whose work resonated deeply with the way we saw sports culture merging with art. His ability to capture the essence of athletes beyond the game, in quiet, reflective moments, set him apart. One particular piece—a striking portrait of Kobe Bryant—had caught both of our eyes, and we knew that his perspective would be a perfect fit for the Bleacher Report office. We wanted to infuse that same energy into our new space, ensuring that the culture of sports wasn’t just something we talked about but something physically present in the environment we worked in every day. The art set the stage as the conference rooms and other small elements always being a nod to the culture and sports.

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Bringing Tim into the fold was a natural extension of our vision, and his contributions to the CULT-URE series became a defining element of the office’s aesthetic. His pieces helped solidify the idea that sports weren’t just about competition—they were about identity, influence, and the personalities that shaped the cultural conversation. This wasn’t just about filling wall space; it was about making a statement that sports deserved the same artistic reverence as music, film, and fashion. For Will and me, this was a full-circle moment—getting to champion an artist we both admired while reinforcing B/R’s mission to push beyond traditional sports media.

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Being a steward of the Bleacher Report brand during this stage of its development was an incredible experience. This office became the crucible where so much growth happened, not just for the company but for the individuals who worked there. It was where we launched a complete rebrand, built a new design language, and expanded our cultural footprint in ways that were once unimaginable. From the moments of creative breakthroughs in our Media Lab to the intensity of real-time content creation during major sporting events, this space was where it all came together. Seeing how the environment shaped the team’s creativity and collaboration made it clear that this wasn’t just an office—it was the beating heart of Bleacher Report’s new era. I’m proud to have played a role in bringing this vision to life, ensuring that B/R wasn’t just a company people worked at, but a brand they felt deeply connected to.

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There’s something special about walking through the city and spotting the Bleacher Report logo on a hoodie, hat, or t-shirt—worn by people who may not even realize the journey it took to get there. It’s a small but powerful moment, seeing something that started as a digital brand become a part of everyday culture, seamlessly woven into the streetwear and personal style of sports fans. B/R was never just about reporting scores; it was about capturing the energy of sports culture, and the fact that people choose to rep the logo on their chest or their cap speaks to how deeply that identity resonates. For me, it’s always a proud moment. I was part of the team that helped shape this visual language, that infused B/R with the creative DNA that made it feel fresh, relevant, and worthy of being worn. Whether it’s at a pickup game, a bar on game night, or just walking down the street, seeing the brand out in the wild is proof that the work we did mattered. It’s a reminder that Bleacher Report became more than just a media outlet—it became a movement, and I’m grateful to have played a role in that transformation.

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