Overview

The 2023 FIFA Women’s World Cup promotion for Spectrum Video Products was a direct extension of the framework and workflows I had developed as design lead for the 2022 Men’s World Cup. This event required fewer new design decisions because the promotional architecture, asset workflows, and partner coordination processes had already been established the previous year. The campaign was focused solely on FOX, the U.S. broadcast rights holder, and was executed across Spectrum’s IP-based STVA apps, including Apple TV, Roku, Xumo, Xbox, and Samsung Smart TVs.

My Role

As Principal Product Designer, my role in this project was lighter than in 2022, but I remained responsible for early partnership engagement, creative direction, and ensuring consistent execution. I reviewed FOX’s marketing materials and legal requirements, adapted their assets into the established World Cup event portal format, and coordinated with platform designers to apply the content across all devices.

Because the 2022 framework already supported a bracket-based navigation structure, promotional banners, and full-screen takeovers, my primary focus was on maintaining visual parity, curating high-quality imagery, and resolving any minor platform-specific issues. My editorial background continued to play a role in refining and resizing partner-provided graphics for optimal presentation in our IP products.

Process & Deliverables

The process largely followed the established playbook: reviewing partner materials, applying Spectrum’s event promotion framework, and ensuring cross-platform consistency. I worked closely with the editorial team to acquire, format, and approve imagery, and with platform designers to launch the campaign in sync with FOX’s broadcast schedule.

This project demonstrated the efficiency and scalability of the promotional framework built in 2022, allowing us to deliver a high-quality national campaign for the Women’s World Cup with significantly reduced overhead in both design and coordination.