In April 2026, CBS Sports and Paramount+ was set to host a fun and inviting activation in Indianapolis during the Final Four. I was assigned the project and the key aspect to this was to maintain elements of the March Madness marketing look created by the On-Air team (the blue & orange hardwood floors and curved line).
I looked at both the Sports marketing look and the Final Four style guide, looking at ways to marry the two. The vibrant colors and various elements of the style guide worked beautifully against the blue hardwood floors of the CBS Sports look.
After various versions of each of the panels, I land on versions that maintained the looks from both brands. On-lookers at the event instantly recognized the Final Four branding that they were already familiar with given their surroundings, along with familiar CBS Sports branding that had been live for weeks up until that point.
