A scalable system that enables automated artwork generation for every event, game, league, and language globally while also redefining the UI and branding of the sports pages.
Problem Statement
My role was to define the visual identity for sports content across Prime Video, establishing design and brand standards and UX guidelines to ensure consistency and quality for both internal teams and external partners. With over 130 leagues spanning multiple languages and regions, artwork was often created inconsistently, frequently failing to meet accessibility standards and partner requirements.
To address these challenges, I designed a scalable template system that enables automated artwork generation for every event, game, team, league, and language worldwide. For premium experiences requiring customization, I collaborated directly with league and team partners to create bespoke artwork that enhances their presence on the platform while maintaining brand consistency.
Additionally, I redesigned the UX overlays to improve visual clarity. Previously, the bottom of the artwork contained the team/player names and match time. The text often overlapped with the team logos, creating a cluttered and low-quality appearance that was difficult to read. For hero images, legal and event info like game time, date and location were all made dynamic which reduced creative marketings workload by 80%, made these events more accessible by ensuring screen-readers could read them, and created a more high-quality appearance.
ROLE
I led the end-to-end design process—from synthesizing league requirements, approvals with partners, building and testing the template design, to directing implementation across dev.
SCOPE
Product Managers, Developers, and External Partners (NFL, NBA, UEFA etc.)
TOOLS
Old Designs
The Deliverables
The automated artwork included 16:9 Cover Art, 2:3 Poster Art, League and Team Nodes, Live Score Templates, and Hero imagery for teams and events.
I developed multiple HSL color formulas for developers to implement upon the vector pieces, enabling the dynamic creation of various shades. This process involved extensive testing and the creation of a detailed handoff guide.
For the UX overlays, I crafted new templates and components with reduced scrims, optimized padding, margins, and safe zones. These updates were then handed off to the broader UX teams, developers, and creative marketing departments to ensure seamless implementation.
Final Results
Originally, only first-party content utilized Prime Video's design templates. Following this initiative, all partners now use the automated artwork system, creating a unified, high-quality brand experience for viewers. This represented a significant win for consistency and required extensive collaboration with product teams, external leagues, and channel partners.
By introducing league and team navigation nodes, we enabled users to easily find and follow content tailored to their favorite teams and games—boosting engagement while streamlining the customer journey. For smaller leagues, this provides representation on the platform without requiring custom asset creation, helping fans discover content they're passionate about.
The updated UI significantly increases accessibility through larger, more prominent logos and clearly legible text. By removing burned-in text in favor of overlay text, content is now compatible with screen readers, ensuring an inclusive experience for all users.
