summer
Olympics
Rio | 2016
Our creative team developed the brand identity for the 2016 NBC Summer Olympics in Rio. As Art Director, I led the design of a wide range of promotional materials—including posters, key art, print campaigns, digital ads, a brand toolkit, and large-scale environmental graphics. Collaborating with multiple divisions across NBCUniversal, we helped deliver what became the most successful Summer Olympics in the network’s history.
brand identity, art direction, advertising
Identity
I developed a brand identity that reflected athletes’ personality, passion, and determination while celebrating the spirit of Brazil. The system combined dynamic athlete photography, bold key art, and a vibrant color palette, layered with flowing shapes inspired by the NBC Rio logo to symbolize sun, land, and sea.
The identity was applied across posters, digital ads, print campaigns, environmental spaces, collateral, UI themes, and set designs. To ensure consistency and scalability, I created a comprehensive brand guideline toolkit that enabled both internal teams and external vendors to implement the identity seamlessly.
Visuals + Type
Our goal was to capture the essence of Rio with designs that are unique to the NBC brand and function fluidly across platforms.
All NBC coverage of the 2016 Rio Olympics used Sharp Sans Display No. 1.
Layout
To maintain design layout consistency, it was essential to provide a clear design toolkit and brand guide for external interpretation and use. We developed a flowing brand design aesthetic that could successfully adapt to multiple media and specs.
Athletes
I had the challenge of art directing a seven-day photoshoot featuring over 120 athletes. My goal was to capture the energy, emotions, and uniqueness of each athlete in the most natural way possible. We incorporated the best images of the athletes into the brand identity.
Outcome
I directed the creative development of the Olympic brand identity, overseeing design from concept to execution. This included my first fully art-directed photoshoot, capturing athletes like Simone Biles and Michael Phelps to embody the campaign’s energy and spirit. The work strengthened NBCUniversal’s brand presence and contributed to one of its most successful Summer Olympics campaigns.