ESPN CFP 2024/2025

The 2024/2025 college football season was marked by major expansions to its seeding and bracketing system. To reflect those changes, ESPN once again partnered with Tendril to create a visual identity designed for broadcast and digital channels.

We purposefully pivoted from the elemental grit and raw power of our last engagement. Instead, we focused on the unique story each team carves, moment to moment, on their path to glory. In college football, strategy, character and split second decisions can make all the difference between agony and ascension.

Moments on the living gridiron

Time is of the essence for both the players and fans. As the seconds tick down, the tension mounts in a visceral way. We built our visual language on translating this immaterial currency into an actual field of expression—splicing, rippling, and relentlessly vibrating to the rhythm of the game.

Logo treatment

Like fierce players battling for each yard, our shields and logos impact the field, leaving their mark on history. With every stride they rise, driven by an unwavering pursuit of victory and ascension.

Visualizing the trophy

The trophy is more than just a prize—it’s the embodiment of hard work and character. Inspired by this, our trophy literally forms from the moments being carved by each teams' rise towards victory.

Kinetic typography and transitions

Our goal with typography was to blur the lines between 2D and 3D, creating a consistent, customizable system that played well together. Type needed to live above, below and throughout the animation. Drawing on actual footage and football strategy to form our foundation— we crafted a dynamic visual IYKYK shoutout to the fans who live and breathe the game.

Matchups and individual teams

For the match designs, we drew inspiration from the fierce clash or teams on the field: the initial tension as the squads line, up followed by an explosive burst of action: moments where everything can change in an instant. Our animations for each individual team is aimed to capture their unique energy. We infused their culture, rituals, and fan connection into our design language, weaving their mutual journey together.

Process and R&D

No path to victory is linear; neither was ours. Our explorations led us down many avenues—from transforming our field into an abstract art sculpture, to rippling topographical waves of impact, to changing perspectives through reflective glass.

2D animation

Our 2D graphic library forms the cornerstone of it all, driving both the dynamic 2D animations and immersive 3D designs we've built. Organizing metaphors were informed by the most dog-eared pages in the football playbook. The pacing? All underscored by the sport's signature intensity. The dynamism was largely inspired by the boundless energy of the fans, which college football wouldn't be the same without. The library captures the essence of every play, creating a cohesive visual identity that is grounded in football.

3D Animation

Our 3D animation is transformative, blending the fast intensity of each play with the graceful movement of every player. From raw aggression to a fluid, beautiful flow, the outcome is a unique visual language that captures both the tactical precision and the emotional power of the game.

Styleframes