ESPN

For over three decades, ESPN hasn’t simply broadcast sport. It has shaped how sport is felt, argued over, celebrated, and remembered. But culture moved on. Fans wanted more than coverage, they wanted emotion, personality, friction, and joy. The challenge was not to reinvent ESPN, but to reignite its original energy and translate its authority into a living, contemporary system built for a new era of fandom.Together with the DixonBaxi team, we redefined the brand by tapping into ESPN’s iconic DNA, bridging the gap between sports heroes, culture, and fans, and bringing them closer than ever. The legendary four letters have been part of sports heritage for decades.