NWA
My Role: Developed the visual system and strategic approach, ensuring consistency and impact across platforms.
Project Time: 2 weeks.
Objective
Roku partnered with Major League Baseball to launch Sunday Leadoff, streaming 18 live games on the platform. To connect with a younger audience, the season’s creative direction leaned into a bold anime-inspired campaign.
The objective was to market each game with creative that energized existing fans while drawing in a new generation of viewers.
Design Execution
Reflections
This project came with its share of challenges, particularly around communication within our team and MLB. To reduce back-and-forth and keep the team aligned, I created an asset lifecycle map that outlined where each asset lived and how it would evolve across platforms. This helped stakeholders visualize the entire campaign at a macro level and make faster, more informed decisions. It became a key tool in keeping production on track and ensuring creative alignment across a fast-moving, high-volume project.
Disclaimer:
This case study was created solely for portfolio purposes to showcase my design process and contributions. All visuals, logos, and assets are the property of Roku and MLB.
Ideation
This is where the fun begins, exploring bold ideas and pushing the design. I typically present 2–3 concepts, ranging from clean and conservative to more experimental directions, giving stakeholders both safe options and room to stretch creatively.
With 18 games on the schedule, each requiring a full set of digital assets, the scope quickly became a large-scale production effort.
References
Final
To lock in the anime-inspired look, I started by collecting references and breaking down key visual traits to guide the design direction from the start.
The final design successfully delivered on the key objectives set by both the marketers and MLB, aligning with the campaign’s tone, engaging the target audience, and bringing the anime-inspired vision to life. I broke down the design in more details here.
Building a system
To handle the high volume and tight deadlines, I created a flexible Figma system using components that auto-updated across all assets. This streamlined production, reduced errors, and shortened the feedback loop significantly.