Prime Video Sports
As Lead Visual Designer for Prime Video Sports, I collaborate with product stakeholders to position Prime Video as the ideal platform for major leagues like the NFL, NBA, MLB, and UEFA. I lead the end-to-end design process—from synthesizing team and league brand requirements to communicating strategy, directing implementation across dev teams, and building automated design systems for scalable artwork delivery.
My Role
My role is to define the look and feel of Sport’s Artwork and Sport’s pages on the Prime Video apps and create guidelines for internal and external partners to adhere to, to ensure a high quality bar. With over 130 leagues, in endless languages, I also create automization of artwork so that every event and game can be represented for every league in every country. When that isn’t possible I work with partners to create artwork for customized league and team experiences on the app.
Outcomes
+ Originally only 1P art used Prime Video templates. After this newest phase, all partners will be using the automated art creating an unified, high quality brand experience for the viewer. This was a huge win for consistency and required extensive partnership with product and external leagues and channel partners.
+ By introducing league and team 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 means they get representation on the app without having to generate their own assets, allowing fans to find and discover their content.
Project Scope
1 Visual Designer, Product Managers, Developers, External Partners like Apple TV+, NFL, NBA, UEFA and many more
Tools
Figma, Adobe CC
AUTOMATED SPORTS ARTWORK
The design uplift means Prime Video can continue to effectively empower sports teams and leagues of all sizes across the world to meet the needs of their teams and fans.
The art that was automated was as follows: 16x9 Cover Art, 2x3 Poster Art, League and Team Nodes, Mobile Scores, and Hero imagery for teams and events. After conducting competitor research, sports artwork does not vary across the platforms. The looks can be reduced down to a diagonal line and each team’s color. I wanted to create a unique, own-able shape so incorporated the curves at the bottom and top. The use of highlights and shadows was needed to differentiate between two teams of the same color.
BEFORE ARTWORK WAS BRANDED, AUTOMIZED, AND UNIFIED