DraftKings Network

We crafted a polymorphic brand and sonic identity system for DraftKings Network, a culture-forward media brand designed to become a top-of-mind destination for sports fans. The system balances two key goals: maintaining a clear connection to the DraftKings parent brand while establishing strong differentiation within the media landscape. Establishing our Synchronized Branding process, visual, motion, and sonic design teams worked in unison from day one. Through the strategic discovery process, we defined five core brand characteristics—fresh, curious, electric, knowing, and inviting. And inspired by the all-in sports fan lifestyle, three emotional drivers — anticipation, electricity, and the drop — became the foundation of the visual, motion, and sonic identity. Anticipation is expressed through white space, stretched forms, and suspended time; electricity through asymmetry, spontaneity, and syncopation; and the drop comes in through sharp edges, quick cuts, and staccato notes — all together creating a call sign for a culture.

Credits

Group Design Director: Anne Brinich
Designers: Jaclyn Caris, Jin Kwag, Ruben Ramen
Animators: Shane Hawkins, Jessica Nicholas
Sonic Partner: Sonic Lens