SI Films Website



Designer: UX concepts and wireframing, visual design, custom logo design


Sports Illustrated is known for it’s all-inclusive sports content, reporting, news, longform story telling, scouting reports, and much more that is featured on the website and in the magazine. The evolution of how users consume sports content and how historic brands are delivering it now has changed dramatically. SI Films was designed as the vessel for all of Sports Illustrated’s award-winning mini documentaries and series. This web platform aligned with the changing consumption habits and embraced independent voice and quality of video.



One of the biggest challenges Sports Illustrated had was that it produced a ton of incredible video content that was very different from the classic video broadcasts, highlights and analysis that SI was, and still is, known for. Video documentaries and mini series were distinctly different from those groups, so it became apparent that they desperately needed a centralized platform if we wanted our users to discover these videos outside of social pushes and editorial promotions. This initiative started through early exploratory concepts and wireframes to reconcile the primary issues we knew we had:

  • No organization or designated place in SI’s ecosystem to easily find these videos

  • After posting or sharing through social, videos were getting lost in the shuffle

  • There was no distinction between SI’s daily reporting videos and SI’s custom-produced videos

After collaborating with the digital team, presenting and recommending concepts and solutions to our challenges, to then visualizing a premium look-and-feel that fit within the overarching brand, we began pairing more closely with the video team and other stakeholders. This was to better understand goals, expectations, and primary challenges to solve for an MVP launch.


Prior to the formal kick off, I explored ways of presenting a unique video platform in SI’s ecosystem through original layouts that could easily scale with our branded series. While keeping video content organized, easy to find and to navigate, and by embracing large video panels, this layout made it’s way to visual design and to stakeholder reviews early in the project. This included the custom logo I designed.