We are @nfl.
The NFL's Social Lab was established at the beginning of 2017 with a goal of revitalizing the NFL's social channels with strategic, high-quality graphics and video content. This includes Instagram, Snapchat, Facebook and Twitter for @NFL, @NFLNetwork, @NFLThrowback, @TheCheckdown (a football lifestyle culture account), as well as providing original, custom content for NFL players' personal accounts in our "Player Social Initiative." Our team of designers, illustrators, and writers were tasked with ideating and producing top-notch content for a combined audience of 52 million+ followers across all platforms.
By tailoring content to resonate with both the devoted and casual sports fan, a consistent stream of high quality graphics kept our fan base engaged throughout the year and contributed to growing the League's social exposure.
If it made you laugh, cry, or feel any sort of emotion about football, we wanted to be the driving point of that story across social media, narratively and visually.
Using the NFL’s official style guide as our base, we translated its branding to fit social platforms - while refining the aesthetic for a younger audience. We used traditional fonts signature to the NFL that have come to symbolize the brand - but applied their use in refreshed and unconventional ways. We utilized research data to determine that team colors resonated with our audience the most. Because of this, color blocking with team colors is used heavily throughout our look. And since there are a variety of team colors, we used one key color to pull everything together and keep the look consistent - a bright eye-catching lime green used to accent all of our custom social content. This green added a youthful punch to our look, and also served to separate our style from the overarching NFL brand.