ESPN 2014 Planning Guide
Three directions, one destination.
Annually, we are presented with the wonderful challenge of designing the ESPN Planning Guide—a print and digital collateral package serving as a one-stop shop for all the sports, events, facts and figures needed by media professionals for creating advertising plans. Our task is to make the information not only easily accessible and readable, but also visually compelling. We were asked to explore three concepts—an ESPN property driven theme, an athlete driven theme, and a general non photo-centric design—using the Sport + Event Calendar as the sample. All concepts would incorporate color coding that established from past guides.
Each route uniquely approached.
The ESPN Property Concept features collages of duo-tone photography that transform ESPN property logos and color treatment specific to each piece.
The Athlete Concept features an artistic mix of an athlete profile and their sport’s championship trophy. Spot gloss UV in the shape of the trophy on the back cover provides a subtle complement to the cover art.
The Graphic Concept is driven by a clean aesthetic and common thread between each piece is the ESPN “E” which we envisioned to be the solitary glossy spot. The design also introduces a planning guide icon that would connect supplemental materials.
Arriving at the final product.
The champion concept was the one portraying just that—the championship trophy of the respective sport each featured athlete is chasing after. We developed a clean overall layout and on its own, mixing the essential equipment of each sport with visuals of the athletes at the pinnacle of winning. Blind gloss UV, paired with luxurious silk stock, round out the package. The design was then converted into a digital format for viewing online and on mobile devices.
2014 MarCom Gold Award, 2014 Davey Silver Award