1. Project Goals

• Liaise with the branding agency to create product guidelines on brand usage across discovery+ for artwork.
• Collaborate with editorial teams to align on product direction and content strategy.
• Handover a product guideline document to editorial teams to implement artwork going forward.
• Incorporate TNT Sports content into the Discovery+ app and work with merchandising and editorial teams on content and product strategy.

2. Design Process

I started by conducting competitor research on EMEA and US streaming products and how they utilised sports imagery, alongside this I was working very closely with the internal branding team and external agency that was creating the larger brand guidelines.

After working through the initial stages and analysing my findings I started the design process. A few guiding principles arouse - 

Guidelines

After working through the initial stages and analysing my findings I started the design process, artwork and brand guidelines were created. This included guidance on colours, pattern usage, template layouts, image cropping, image selection, and overall template usage. A few principles around these were considered -

Scannable 

Keeping cognitive load of imagery low so users can scan dense rails and pages.

Themable

Theming competitions and sports with colours allowed for content to be grouped easing cognitive load

Scalabile

Allowing the imagery templates to scale for different events and sports. This was achieved by keeping the templates simple so production could be quick but also having more complex templates when time allowed.

3. Results

Once the art direction and product guidance was complete this was handed over to the editorial team to produce imagery on an ongoing basis. This transition was smooth due to the guidance taking into account the production time and scalability of the imagery. 

The overall design direction has been used across the majority of TNT Sports on discovery+ which has improved the overall look and feel and consistency of the sports offering on discovery+ in the UK.