Case Study 007 → ESPN+
Redesigning the future of sports for a digital-first generation of fans.
After the success of our work with Disney+ in helping define the streaming giant’s brand voice, design system, and platform identity, Disney Streaming Services came to our team at Trollbäck+Company with a new challenge: build a messaging and design strategy for ESPN+—one of the fastest-growing sports streaming platforms on the market. My contributions on the project included:
– Crafting copy and pitch materials for an updated design system for the ESPN+ brand/UI
– Developing new product positioning and defining key features/benefits to guide messaging on the platform
– Defining three unique audience personas — True Fans, Casual Fans, and Event-Based Streamers
– Working with ESPN+’s in-house strategy team to develop a comprehensive messaging library/framework for these three unique audience personas, for use across the ESPN+ streaming platform, digital advertising, and other product marketing materials
Insights: Where the ESPN masterbrand has always represented power, authority, and prestige in the world of sports broadcasting, ESPN+ needed to offer something different: a more nimble, fan-forward, platform-native experience that speaks directly to the way modern viewers watch, share, and rally around their favorite teams, stories, and sports cultures online. Our work focused on creating a tone that felt distinctly digital—less shouty, more conversational—while still carrying the edge and excitement that defines the ESPN legacy. We developed new messaging pillars, key value propositions, and a unified voice that could flex from push notifications and in-app CTAs to high-impact campaign work and marquee sports moments.
Impact: This work helped set a clear messaging and creative foundation for ESPN+ as it emerged as a key player in the direct-to-consumer sports streaming space—doubling subscribers and expanding internationally within the first 18 months of launch. Our work continues to influence ESPN+’s presence across digital platforms, campaign work, and live sports activations—positioning the brand as a modern, essential companion for sports fans everywhere.