NFL x UMG
Football and Flow
Overview
Football & Flow is a collaborative series celebrating 50 years of hip hop by exploring the intersection of NFL culture and the evolution of the genre. Featuring artists and producers such as Ludacris, Hit-Boy, and Rakim, the series pairs iconic music voices with NFL players to share stories, influences, and the moments that shaped their craft.
Challenge
The visual identity needed to authentically represent both worlds—hip hop’s rhythm, history, and attitude alongside the bold energy and legacy of the NFL. The logo had to feel modern, culturally aware, and flexible enough for use across broadcast, digital, and social content.
Role
I partnered with CrossOVR Collective to develop logo concepts and provide creative direction for the series identity. My focus was on crafting a mark that communicated dynamic movement, musical flow, and the cultural fusion at the core of the project.
Outcome
The final logo established a strong visual foundation for the Football & Flow series, setting the tone for how the brand extended into motion graphics, social assets, and promotional content. The identity encapsulates the shared spirit of hip hop and football—rhythmic, expressive, and powerful.
Client: NFL and UMG
Agnency: CrossOVR Collective
Creative Director: Walt Brock
Art Director: Chris Cadiz
Alternative Directions
Below are earlier iterations and directions I explored for the logo. The brief was very simple - fit the title "Football and Flow" using the NFL shield or crest. Other directions I explored were to showcase what the logo would look like in a clean lock-up rather than just a container. The use of clean type contrasted with a hand script/tagging style font was the main direction I approached to blend both the football and hip-hop characteristics. Lastly, the third direction was the use of the microphone and wire as an ampersand to bring the bold treatment of the words "Football" & "Flow" together. The client was happy with direction one but, moved to the second direction with a color swap of the accent color from neon green to red to fit more of their colorway.
