PFF had spent nearly two decades becoming the most trusted name in football analytics. The data was unimpeachable. The audience was loyal. But the brand had quietly outgrown itself.

When I joined as VP of Marketing, the foundation was shakier than the reputation suggested. No attribution model, no automated comms, no real landing page infrastructure. The visual identity was inconsistent. And the vision statement — "Build a smarter sports world" — was broad enough to belong to anyone.

We got to work.

The refresh touched everything: a modernized logo, a new color palette, and a design system built to scale. But the most important work happened at the strategic level. We replaced a vision that felt like a mission accomplished with one that pointed somewhere: Power every winning decision. Whether that decision is a draft pick, a bet, a fantasy lineup, or a debate at the bar — PFF is the edge.

To bring it all together, we produced a brand film for our company-wide offsite that captured the new direction and got the entire organization behind it.

The foundation is stronger. The brand has a point of view. And there's still a lot of runway ahead.