The New Blank kicks off ABC’s NFL Draft 2020

The Reel 360 team misses sports. Can we say it again? We miss SPORTS. So, thank god for the NFL Draft because it gives us the hope of sports returning. To support the ABC NFL Draft 2020, Seattle-based The New Blank created a branding package that frames the show’s focus on players’ personal stories and what makes their chosen sport a profession wrought from passion. It’s this dedication that inspires Gridiron fans and makes the Draft an annual obsession. 

“This was ABC’s second time around with the NFL Draft and we were ready to push the envelope for our audience. We were tasked with creating emotionally driven storytelling while focusing on the players’ personal journeys,” relates ABC Art Director Christopher R. Abbey. “The New Blank came ready for the task providing us with many design options that relayed a balance of excitement around the sport without feeling hyper-masculine. This helped us to connect with a broader audience in a dynamic way.”

Subscribe: Sign up for our FREE e-lert here.  Stay on top of the latest advertising, film, TV, entertainment and production news!

ALSO READ: New Blank evolves American Idol graphics for Season 3

“Sport has never felt as vital as it does right now. We knew the turnout for this year’s draft was going to draw fans at an unprecedented level and wanted to create something that felt true to the sport, considering the unique time we are in, and still fit perfectly with ABC,” said ECD Sevrin Daniels.  “We are so proud of the package Eric (Edwards) and the team put together. Despite having to choose from a number of excellent options, we were in complete agreement with ABC on which direction to take.”

Working closely with the team at ABC, The New Blank developed an approach with a very tactile feel utilizing analog textures like wrinkled wheat paste paper in which large, outlined typography conveys messaging, resulting in an approachable, streamlined aesthetic that stands out in the sports arena. The package was animated for ease of customization with copy, images, and footage all set up to accommodate the retention of styles and treatment streamlining the promotional production workflow. 



Executive Director, Branding & Design: Lucas Aragon

Art Director: Christopher R. Abbey

Design Producer: Karla Senz


  • Creative Director: Eric Edwards
  • Designed by: Eric Edwards, Vince Diga, Lindsay Daniels, Roberto Brambilia, Ann Kruetzkamp
  • Animation team: Roberto Brambilia, James Webber
  • EP/Producer: Andrew Kobliska
  • Executive Creative Director: Sevrin Daniels

SOURCE: The New Blank