ABC TELEVISION
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 sophisticated and 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.
brand
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The color system was designed to reinforce ABC7’s brand identity, with blue as the anchor for instant recognition. To complement this, we kept typography clean and simple, choosing Proxima Nova for its sophisticated yet versatile feel—ensuring clarity, readability, and a modern aesthetic across all 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 TELEVISION
My Role
art direction | lead design
credits
Agency - Known | Vividzero
Creative Director - Gilbert Avila
Producer - Debbie Presburger
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