Case Study

ESPN

Evolving a beloved format into prestige franchise

Industry
Entertainment
Stage
Enterprise

Since its debut in 2009, ESPN’s 30 for 30 documentary series has redefined the genre of sports storytelling. By supporting individual filmmakers to explore remarkable stories of th...

Since its debut in 2009, ESPN’s 30 for 30 documentary series has redefined the genre of sports storytelling. By supporting individual filmmakers to explore remarkable stories of the sports world, 30 for 30 has become synonymous with Academy Award-winning, culture-altering films.

The team at ESPN invited COLLINS to think about a new challenge: What does the next ten years look like?

The entertainment landscape is rapidly evolving and filled with new players. At the same time, the 30 for 30 brand has expanded to include podcasts, shorts, and events.

How should its leaders define its new future while remaining true to its original vision?

To imagine the future of the brand, we started by looking at the past to distill what makes 30 for 30 so meaningful. Through research and conversations with the ESPN Films team and with viewers, what we found was surprising. While each 30 for 30 film revolves around a human element, what leaves a mark in people’s minds isn’t only interesting events in sports history or newfound appreciation of an athlete’s life. It’s a deeper understanding of a unique moment in time, in culture and society—and what it all meant.

30 for 30 explores these diverse, unknown or often hidden stories and weaves them into daring, unforgettable films.

We used this as our foundation for a new way to convey the 30 for 30 brand for the next generation. Our idea weaves together inspiration from old scoreboards in legendary baseball stadiums to mid-century movie title sequences to 1990s football team uniforms—mixing different elements of culture as 30 for 30 does.

The new design system asserts itself more boldly, but never at the expense of the the story. The brand now can thrive across its new platforms and new technology formats. Digital shorts, podcasts, events, and the films themselves all work together to drive one strong, cohesive voice and presence.

With a new slate of films that promise to keep the world’s attention, we can’t wait to see what our friends at 30 for 30 will explore in their next ten years.

COLLINS
Jules TardyBryan ChuTomas MarkeviciusMichelle FonsecaScott FogelAndy LiangZuzanna RogattyTom WilderBrian Collins
ESPN 30 for 30 Team
Chin WangEric Paul

Augments

Augments are add-on components or properties that enhance a design system’s performance. They introduce new capabilities, expand functionality and improve how the system works across contexts.

Augments

Augments are add-on components or properties that enhance a design system’s performance. They introduce new capabilities, expand functionality and improve how the system works across contexts.

Custom Typeface

Titling Gothic is a custom typeface that blends the bold elegance of French New Wave film titles with the rough, handmade charm of old scoreboard lettering. Its sharp, cinematic forms carry a sense of modern sophistication, while the slightly imperfect spacing and crafted edges nod to analog typography’s human touch. The result is a typeface that feels both editorial and energetic—equally at home in high-art settings and gritty, real-world environments. It’s typography designed to move between worlds, just like the brand it serves.

Motif Fusion

The 30 for 30 identity system orchestrates an audacious collision of motifs, merging the no-nonsense presentation of a ballpark scoreboard with the cool, cerebral edge of French New Wave cinema. Bold, utilitarian typography cuts against Godardian cinematic devices, creating a visual voltage that's both scholarly and visceral. We fell in love with the bravado in it, a confident swagger that feels so distinctly ESPN.

Grid

A structural system enforcing consistency and adaptability across an enormous decentralized identity system.

3P IP Adapter

Ensures third-party content aligns with the brand without visual conflict, maintaining clarity, harmony and brand integrity.

Phrasing Sub-System

One of the key parts of this system is its phrasing sub-system. Usually, things like logos, titles, sponsors and calls to action fight for attention and create visual noise. Here, we give each element a clear place and order, so the eye moves naturally from one to the next. It feels organized and intentional—like everything knows when to show up.

Impact

8x

Greater Viewership Demand

The series enjoys 8.3 times the demand of an average show in the U.S., ranking in the top 2.7% of all TV shows.

Expanded Content

The series has branched out beyond traditional sports to cover a wider range of topics, including competitive eating and gaming, which has broadened its audience appeal.

Increased Brand Flexibility

The 30 for 30 brand now cross trailers, social cuts, ESPN+ and partner platforms—unlocking more formats and engagement touchpoints per film.

Extended Ecosystem Awareness

Audiences began to identify Shorts, Podcasts and Specials as unified parts of the same trusted storytelling brand.

Increased Brand Visibility in Promotion

What was once muted or inconsistent branding became a recognizable, prestige signal in all marketing touchpoints.

Clarified Content Roles

Clarified content roles across formats in the portfolio, turning scattered content into a coherent storytelling system.