Client — ESPN
Year — 2009
Agency — Razorfish
Role — ACD
Category — Web
Awards — Webby Sports Category, Webby People's Choice Award, OMMA Best of Show in Website Excellence, OMMA Website Excellence in the sports category


As a huge fan of the network and sports in general, it was a great opportunity to work with ESPN on the redesign of their website. For almost a full year, I worked with a massive bi-coastal hybrid team of designers, writers/editors and UX'ers while being fully immersed in sports culture. The key objectives for the redesign were to better integrate the ESPN empire through the digital space, and provide greater flexibility for the editors and advertisers to deliver time-sensitive news stories in more creative formats.


The multiple-award winning site that went live employs a 'fan-first' content strategy which provides easy access to scores, headlines, schedules and other key drivers of fan loyalty. With our template and component system, the site experience feels consistant and intuitive to the user, while ESPN's design team has the creative flexibility to organize content and tell stories in a variety of ways. The backbone of the design system, the background art and iconography, has been adopted into the ESPN brand as its found its way into the magazine, mobile APP, and many other products.


After Redesigning ESPN, we pitched a few additional concepts. This one for Sportcenter leverages the untapped equity of the Sportcenter brand and brings the personality and playfullness of the show into the digital space. Stemming from this idea, my proposal for the microsite employs a liquid layout that enables the various sections, windows, news stories, and multimedia content to collapse and expand in a fluid manner, either on their own or by user initiation.