Apple TV+ and Major League Baseball agreed on a partnership to debut exclusive baseball games on TV+. It was our job to see those games come to life under a new content brand, Friday Night Baseball, and oversee the visual identity for Apple’s first foray into Live Sports.

Logo

Straight away we were very intentional in design with making Sports feel like Apple, and not the other way around. We believed that bringing Apple’s approachable and human-centered design philosophies in the typography and UI graphics could breathe a new life into baseball.

Matchup Sprites

For our exclusive games we designed a custom matchup background that could stand out amongst the other non-exclusive games and keep with the Friday night theme.

Photography Direction

We developed a visual style to treat player photos for every game as well, giving them a color treatment and background separation to feel unique to our Friday Night Baseball brand offering.

Featuring Artwork

For our Pregame featuring artwork we relied on Stadium Light creative that could drive anticipation for the games streaming Friday Night. This artwork would then switch over to a live player image when the games are on.

It takes a village

Credits

Creative Direction — Aaron Pollick, David Chun, Alex Grossman
Creative Leads — Adam Wentworth, Andy Sheffield
Art Direction & Design — Danny Rutledge, Anthony Buckland
Producer — Amy Wolpa, Lauren Abrams
Photography Creative — Maureen Songco, Lea Golis, Anais Maroon, Molly Kratofil
Production Design — Marisa Ghiglieri-Linquist, Jamie Fung, Cenk Ozer
3D — Woosung Kang, Yongsub Song
Copywriting — Mattie Brickman
Retouching — Art Machine
Broadcast — Sibling Rivalry

Friday Night Baseball

Brief

Apple TV+ and Major League Baseball agreed on a partnership to debut exclusive baseball games on TV+. It was our job to see those games come to life under a new content brand, Friday Night Baseball, and oversee the visual identity for Apple’s first foray into Live Sports.

Straight away we were very intentional in design with making Sports feel like Apple, and not the other way around. We believed that bringing Apple’s approachable and human-centered design philosophies in the typography and UI graphics could breathe a new life into baseball.

For our exclusive games we designed a custom matchup background that could stand out amongst the other non-exclusive games and keep with the Friday night theme.

We developed a visual style to treat player photos for every game as well, giving them a color treatment and background separation to feel unique to our Friday Night Baseball brand offering.

For our Pregame featuring artwork we relied on Stadium Light creative that could drive anticipation for the games streaming Friday Night. This artwork would then switch over to a live player image when the games are on.

It takes a village

It takes a village

Credits

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