B/R PORTFOLIO BRANDING
2019/2025, BRANDING
A collection of brand systems developed for Bleacher Report — each built to give its respective property a distinct voice while feeling part of a larger ecosystem. From logos and color palettes to motion and tone, each identity was designed to stand on its own yet contribute to the broader BR universe.
Client: Bleacher Report
B/ R W SPORTS
2024 / BRANDING WOMEN SPORTS
Brand identity and launch system for B/R W, Bleacher Report’s women’s sports vertical. The goal was to create a visual language that carried the energy and confidence of the BR brand while introducing a tone that felt fresh, balanced, and distinctly its own.
The logo takes inspiration from an upward-trending graph — a nod to the rapid rise and growing influence of women’s sports — while the broader system pairs bold typography and expressive motion with soft gradients and fluid gestures. Together, these elements form a visual identity that captures both power and progress, expanding how women’s sports are seen, covered, and celebrated.
PROJECT CREDTIS: Design Lead: David Garcia | Design & Motion: Tiauna Smith | Creative Direction: R, Smith
Graphic System
Early Explorations
Color PaletteBrand Gestures
Executions
B/ R KICKS
2019 / 2023
BRANDING A COMUNITY OF SNEAKERHEADS
A full rebrand of B/R Kicks aimed at capturing the energy and accessibility of sneaker culture. The goal was to move beyond exclusivity and create a brand that felt authentic, playful, and rooted in the community it represents.
The identity leans into imperfection — hand-drawn doodles, custom emojis, and bold type — reflecting how fans interact with sneakers and streetwear in everyday life. From live events to social storytelling, every element was designed to feel lived-in, expressive, and unmistakably part of the culture.
PROJECT CREDITS: Brand Identity: Dylan Lathrop | Kicks Emojis: Dylan Lathrop, Peter Steineck | Brand System / Executions: David Garcia | Experiential Design: Tyler Cohen | Motion Design: Tiauna Smith | Creative Direction: Tim Moore, R. Smith
Graphic System
Executions
2023 Update
A refined evolution of the B/R Kicks identity — simplifying the visual language to feel cleaner, more editorial, and adaptable across platforms. The update maintained the brand’s playful DNA while introducing a sharper layout system, calmer palette, and a focus on balance between lifestyle storytelling and product detail.
PROJECT CREDITS: Design Lead: David Garcia | Design: Tiauna Smith
GRIDIRON
2019 / BRANDING
A bold, no-nonsense identity for B/R Gridiron, Bleacher Report’s home for NFL storytelling. The visual system draws directly from the geometry of the football itself—cropped, cut, and reassembled into a modular grid that powers everything from layouts to motion. The result is a brand that feels fast, brash, and unapologetically football, built to live across social, editorial, and Broadcast.
PROJECT CREADITS: Brand identity & Merch: Dylan Lathrop | Brand Guidelines / System: David Garcia | Motion Design: Max Carrow | Creative Direction: Tim Moore, R. Smith
Graphic System
Executions