It was March 2020. SAK Gaming, which had made a business of hosting Super Smash Bros. tournaments and other gaming events in Phoenix, faced the long winter of COVID-19. In an esport characterized by in-person interaction, it could have been the nail in the coffin—as it would be for some others in the space.

But SAK secured a lifeline: a production contract from the Phoenix Suns to produce streams simulating the rest of the 2020–21 NBA season in NBA 2K with celebrity guests and custom branding. This then turned into a burgeoning stream production business that had clients like Nickelodeon, the Fiesta Bowl, and Gen.G.

With an eye toward expanding and defining this business segment, Frame Sync Media was formed at the start of 2021. What differentiates Frame Sync from the rest is its understanding not just of esports but of good television. FSM's broadcast operations director, Taylor Broad, had prior experience working ESPN sports telecasts and at the NBC/ABC affiliates in Fort Myers, Florida.

This knowledge of television and technical expertise forms the core of the Frame Sync Media brand package and is represented in the company slogan, "Where TV Meets Esports". The logo is based off a sweeping sync clock. There is also a direct tie to the look of SAK Gaming—the two companies share a key brand color of blue—and a hint of midcentury in the design with italicized text layouts.

The identity was designed with an eye to a potential rebrand of SAK Gaming itself, which was realized three months later utilizing the same typ