The New Blank Helps Kick off ABC’s NFL Draft 2020 with Branding Package

To support the ABC NFL Draft 2020, The New Blank created a branding package that frames the show’s focus on players’ personal stories and what makes their chosen sport a profession wrought from passion. It’s this dedication that inspires Gridiron fans and makes the Draft an annual obsession.

“This was ABC's second time around with the NFL Draft and we were ready to push the envelope for our audience. We were tasked with creating emotionally driven storytelling while focusing on the players’ personal journeys,” relates ABC art director Christopher R. Abbey. “The New Blank came ready for the task providing us with many design options that relayed a balance of excitement around the sport without feeling hyper-masculine. This helped us to connect with a broader audience in a dynamic way."

Working closely with the team at ABC, The New Blank developed an approach with a very tactile feel utilising analog textures like wrinkled wheat paste paper in which large, outlined typography conveys messaging, resulting in an approachable, streamlined aesthetic that stands out in the sports arena. The package was animated for ease of customisation with copy, images, and footage all set up to accommodate the retention of styles and treatment streamlining the promotional production workflow. 

ABC NFL Draft 2020 Branding from The New Blank on Vimeo.

“Sport has never felt as vital as it does right now. We knew the turnout for this year’s draft was going to draw fans at an unprecedented level and wanted to create something that felt true to the sport, considering the unique time we are in, and still fit perfectly with ABC,” said ECD Sevrin Daniels. “We are so proud of the package Eric (Edwards) and the team put together. Despite having to choose from a number of excellent options, we were in complete agreement with ABC on which direction to take."