In 2018, Turner approached loyalkaspar to refresh NBA TV. In a market dominated by the sports industrial complex, we sought to offer a fresh approach by offering a flexible editorial identity that gets out of the way of the game, and allowed the network to embrace its role as the voice of the league. By embracing bold team palettes & refined typographic language, our design system scaled across platforms, and allowed the network to be responsive to breaking news & speak to fans wherever they were.