BRANDing 2022
ABC7 NEWS REFRESH
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ABC Television needed a bold, modern refresh to align with the evolving landscape of news media. Our goal was to elevate their on-air presence by creating a cohesive and dynamic visual system that reinforces trust, urgency, and credibility. My role was to shape the visual identity and ensure a seamless, impactful rebrand across multiple stations. By refining typography, color, and motion design, we delivered a streamlined, high-impact news package that keeps viewers engaged.
ROLE : ART DIRECTION / LEAD DESIGN
expanding the legacy
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The refresh’s visual identity was designed to feel interactive and intuitive, drawing inspiration from UI/UX principles to create a more engaging viewer experience. I balanced modern, dynamic layouts with elegant design elements, adding a sense of playfulness without compromising the legacy of ABC7. The result is a refined yet energetic aesthetic that enhances storytelling, making news delivery feel more immersive and seamlessly integrated across platforms.
How the Panel System
Set the Tone
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This exploration introduced a flexible “panel” system that became the backbone of the ABC 7 refresh. Initially developed as a layout structure for motion and digital graphics, it evolved into a unifying visual language—applied across the entire system, from studio backgrounds to editorial elements, motion builds, and beyond.
Ticker Designs
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Reimagined the traditional news ticker with a more modern, UI-inspired approach—treating it less like a utility bar and more like an active part of the brand. These explorations aimed to make the ticker visually engaging, flexible, and actually fun to look at—without losing clarity or hierarchy.
assignment
Visual Identity
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The visual identity was built to strengthen ABC7’s brand presence, with blue serving as the anchor for instant recognition. Typography was kept clean and modern, using Proxima Nova for its balance of warmth and structure—ensuring clarity, versatility, and a cohesive look across platforms.
forecast design
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Weather graphics shouldn’t just inform—they should engage. With Forecast Design, we made sure every forecast feels dynamic, intuitive, and visually striking. By blending real-time data with sleek motion design, we transformed weather updates into an experience—one that’s not just about temperatures and storm warnings, but about keeping viewers hooked with crisp visuals, seamless animations, and a design that moves as fast as the forecast itself.
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Client
ABC 7
My Role
ARt direction | LEAD design
agency
known
Creative Director Gilbert Avila Producer Debbie Presburger
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