SI Films Website

UI/UX, Logo Design
Launched Fall 2015


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 original 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, product, and video teams, presenting and recommending concepts and solutions to our challenges, to then visualizing a premium look-and-feel that fit within the overarching brand, we forged ahead with this final solution. This made it’s MVP debut in Fall 2015 where it hosted many custom videos and clearly solved a huge challenge in the original video space within Sports Illustrated. This website eventually got overturned by SI.TV, which is the current platform today.