My goal for the FAST project was to help WB TV go-to-market as quickly as possible by delivering a high volume of assets and to update those designs based on user-data and stakeholder feedback. Initially, WB TV launched 14 channels across 3 FAST partners—Roku, Freevee, and Tubi—requiring me to deliver 1,100 individual channel imagery and logo files. Now, WB TV offers 56 channels on 10 networks, requiring delivery of over 4,000 assets, with more partners and channels expected to join in the near future.

To manage scale, meet tight deadlines, and efficiently on-board other designers, I developed a comprehensive design system that ensured brand consistency across all streaming platforms. This required meticulous attention to detail, extreme organization, and thorough documentation. By creating a collection of reusable templates with clearly defined guidelines for use, I was able to successfully standardize design and achieve a consistent visual identity at scale. Utilizing a comprehensive design system ultimately reduced the time required to create elements for new channels and partners, as well as allow for quick and efficient iteration as the result of FAST partner and user feedback.

The first step in this project was to consult internal stakeholders. I needed to identify a few key variables before concepting could begin:
1. What were the brand requirements for WB TV
2. What competitor FAST channels did stakeholders perceive to have
successful branding
3. What brand creative performed well for other WBD properties previously

Through this process, I was able to identify the major design elements needed:
1. The WB TV logo, uniform in color and relative-size across all deliverables to
ensure brand integrity
2. A unique channel logo representative of the channel contents
3. A visual reference to the Warner Brother’s shield, as homage to the WBD parent brand
4. Imagery that was recognizable and resonated with fans

In scoping out the project I decided to create the following project management documents to help delivery run smoothly and set realistic expectations around timelines and work requests:

I audited the initial FAST partner's specs (Roku, Pluto, Freevee, and Tubi) to identify what the common deliverables were. I discovered that each platform required a 1:1 logo, a 16:9 horizontal image, and a 2:3 vertical image; those assets became the templates for concepting. I then combined each partner’s safety requirements to identify the optimal “live area.” While this live area was occasionally much smaller than some specs allowed, it helped to define guidelines for logo placement and size, and informed best practices for image selection. The outcome was the presentation of concepts that could be translated into an iterative design system.

My key takeaways from the WB TV FAST design project were the critical role of organization and documentation in project management and the value of creating an iterative design system.
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This project provided a valuable opportunity to hone my project management skills. My clear and accessible documentation was an essential tool for clarity, accountability, progress reporting, and accuracy. Thanks to my Master Specs Document and Master WB TV Channel Table, I was able to delegate resources, set expectations, and clearly communicate progress to stakeholders and designers alike. Additionally, my Presentation Template and Partner Platform Mock-Ups were key tools in evaluating brand consistency and accuracy.
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Creating an iterative design system allowed for continuous improvement and refinement throughout the design and delivery process. I believe design systems are the unsung heroes of branding; by defining, standardizing, and templatizing key visual elements, I ensured that every piece of creative was brand-safe and that hand-offs between designers were seamless. My design system streamlined the WB TV workflow, making tight deadlines manageable with fewer resources.
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If I were to redo this project from the beginning , I would incorporate a formal review round for the Master Specs Document prior to beginning asset production, ensuring it is shared with both internal stakeholders and external FAST partners for approval. This would have caught incorrect spec documents sooner, held external partners accountable earlier, and prevented the creation of unnecessary assets while setting clearer expectations around design limitations.

About 8 months after the initial launch of WB TV, we collected both user and partner feedback to help define how the creative should be adjusted to help better drive viewer traffic to the channels.  

To drive viewership to certain WB TV channels across select partners, Brand Marketing implements "Stunts" that tie into a certain theme and supported via a marathon of associated programming. For these campaigns, we rewrap the standard channel assets with something "celebratory" to catch the eye and drive viewership.

Role: Designer + Art Director
Memorial Day BBQ Pit Masters Marathon

Role: Art Director

Role: Designer, Art Director
Beetlejuice the cartoon marathon