LAUNCH CAMPAIGN | One Line, Every Market
The platform runs on one question, "Are you in?", answered first by the city. Each team gets the same frame: a yellow border with notched sides, a condensed headline, a co-branded lockup and a team URL in the CTA pill. Because the structure never moves, a market's identity comes through its player photography, team colors and lockup. The system stays recognizable as DAZN while every version reads as a hometown ad.
CAMPAIGN TOOLKIT | Rules That Travel
The toolkit turned the campaign into a system other teams could produce from: type styles in the Zone family, CTA and URL rules, and awareness and conversion layouts for every channel. Small rules carried a lot of weight. Exclusive teams say "Watch" and digital-only teams say "Stream", in the headline and in the CTA, so the claim is always accurate for that market.
IN-ARENA | Built for the Building
Broadcast partnerships came with real estate inside the arenas: concourse walls, upper-ring LED, courtside tables and in-venue screens. Each format has its own proportions and viewing distance, so the lockup, headline and URL were rebuilt per placement rather than scaled.
REGIONAL PARTNERS | Same Voice, New Owners
DAZN also carried regional networks: YES for the Yankees and Nets, and MSG+ for the Islanders. The campaign line flexed into "Every swing. Every swish. Every slide. Every shot." for in-season posters, with each partner's mark and colors taking over the lockup and CTA.
CONVERSION | From Awareness to a Reason to Sign Up
Conversion work kept the frame and swapped the question for an offer. Ticket giveaways and DAZN Ultimate bundles moved the lockup and CTA into a solid yellow band, so the offer reads first and the action is impossible to miss on a phone.
PRODUCTION AT SCALE | A Whole Season of Game Days
Every televised game needed its own assets on connected-TV platforms and in email: title treatments for VIZIO in three states (game day, pre-game, live), matchup tiles for Comcast, CRM banners and Roku billboards, each with the right opponent, date and tip-off time. Templates and a custom Figma tool I built to automate template output kept that volume fast and consistent, so production time went into the matchups that needed real design attention.
