Paris olympics

Brand Identity | 360 Campaign

For the Paris 2024 Olympic Games, I served as an Art Director and Multidisciplinary Creative Lead within NBCUniversal’s in-house creative team, helping shape a flexible visual system across broadcast, streaming, social, and physical environments.

The challenge was to create a cohesive Olympic identity at an extraordinary scale, one capable of telling thousands of stories while capturing the unmistakable character of Paris.

PROJECT TYPE:
Case Study

SERVICE:
Branding | Campaign | Brand Strategy | Motion | Visual Identity | Experiential | Illustration

ROLE:
Art Direction | Multidisciplinary Creative Lead

CLIENT:
NBC Sports

Designing for the world’s biggest stage

For Paris 2024, the challenge extended far beyond creating a broadcast graphics package. We needed a visual language flexible enough to support athletes, sports, countries, platforms, and live moments, while elevating the Olympic Games' significance and making Paris an integral part of the story.

II: The Challenge

III: Paris as a character

Rather than relying on familiar symbols of Paris, we looked deeper into the city’s visual culture, including its architecture, typography, fashion, street art, decorative details, and the contrast between history and modernity.

These references became ingredients rather than decoration, helping us build a visual language that felt unmistakably Parisian without relying on cliché.

III-b: Logo & Typography

A distinct typographic voice

At the heart of the identity is a deeply customized typographic system inspired by the contrast of old and new Paris, from classical art and architecture to the energy of contemporary street culture.

The resulting letterforms balance elegance and movement, bringing a distinctly Parisian character to an identity built around athletic performance.

Negative space within the mark container is formed by circles, a visual nod to the Olympic rings and the city’s grid system. The brand design was further informed by Parisian design features, including a view of the Eiffel Tower from below and the wrought-iron curvature typical of Art Nouveau architecture and industrial design.

IV: Creative System

Building a flexible visual language

Rather than relying on a single visual treatment, we developed a set of recognizable principles that could hold the identity together across dramatically different expressions.

Distinct Typography · Gold · Pattern · Paris
These elements became the system's creative glue, allowing illustration, photography, live action, motion, and dimensional graphics to coexist while remaining unmistakably part of the same Olympic world.

The system was designed to expand rather than repeat.

A shared visual language allowed us to move fluidly between hand-drawn illustration, graphic design, photography, live action, dimensional graphics, and real-time environments, giving each story its own character while maintaining a recognizable Paris 2024 identity.

V: Dynamic Range

VI: Olympic Scale

Building for the Olympics meant designing for constant change.

Multiple creative workstreams moved simultaneously across broadcast, streaming, social, experiential, and live-event production. The system needed to remain consistent while adapting quickly to different athletes, venues, platforms, and moments throughout the Games.

I helped guide creative across these touchpoints, working with multidisciplinary teams to maintain a clear visual direction while supporting the speed and complexity of live Olympic storytelling.

VII: the System in Motion

Across screens, platforms, venues, and live moments, the system became a flexible canvas for telling Paris 2024's stories.

Paris olympics
Outcome

  • Contributed to NBC’s Most-Watched Summer Olympics Ever

    • Helped support a game that reached 200M+ U.S. viewers across broadcast and streaming.

    Powered Peacock’s Largest Streaming Event

    • Designed creative for Peacock’s record-breaking engagement, including its highest-ever daily active users and streaming hours.

    Boosted Digital & Social Performance

    • Led creative direction for dynamic athlete and highlight-driven graphics that contributed to historic social impressions across platforms.

    Enabled Rapid, High-Volume Production

    • Directed creative teams through fast-paced delivery cycles, enabling NBC to turn around athlete moments and highlight graphics within minutes of events.

    Strengthened Internal Creative Capabilities

    • Helped reduce dependency on external vendors through efficient internal workflows and multi-disciplinary creative leadership.

  • Led art direction across broadcast graphics, motion design, illustration, and environmental applications.

    • Translated the global Paris 2024 identity into a unified NBC look across TV, streaming, digital, and social.

    • Directed designers and animators through rapid-turnaround creative workflows during live Olympic windows.

    • Partnered with cross-functional teams—NBC Sports, Peacock, Social, Telemundo, and on-site Paris teams.

    • Delivered visual systems optimized for Peacock’s streaming-first Olympics, including multi-view assets and highlight-driven content.

    • Designed editorial, athlete-focused, and platform-specific graphics used across NBC’s social and digital channels.escription

  • The Paris 2024 creative effort spanned:

    • On-site teams in Paris

    • NBC Sports headquarters in Stamford

    • Peacock product and editorial groups

    • NBC News, Telemundo, and corporate brand teams

    I operated as a cross-team creative bridge—aligning stakeholders, refining visual systems, and ensuring every touchpoint carried the same elevated design quality.

  • I focused on:

    • Blending the timeless elegance of Paris with NBC’s bold, modern sports aesthetic

    • Using color, motion, and illustration to highlight athlete emotion and cultural moments

    • Creating systems that were modular, fast to produce, and adaptive across different platforms

    • Ensuring accessibility and clarity across both broadcast and mobile streaming experiences

    This approach brought cohesion to a massive, multi-platform event while maintaining the essence of the Paris 2024 identity.

  • The Paris Olympics became a defining moment for NBCU:

    • Record-breaking viewership across broadcast + streaming

    • Historic streaming engagement on Peacock

    • Massive social amplification, with billions of impressions

    • A unified creative system that elevated NBC’s storytelling across every platform

    My contributions helped position the Paris Games as one of the most visually cohesive and creatively ambitious Olympics NBC has ever executed.

  • NBCUniversal Creative Group, NBC Sports, Sibling Rivalry

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