Willow is the premier cricket broadcaster in North America — official home of the ICC, IPL, Cricket Australia, England Cricket, and more. They're not just a channel. They're the lifeline for cricket fans across the US and Canada who want to stay connected to the sport they love. When SOAR Media brought me in as Creative Director to develop Willow Originals, the brief was clear: build a sub-brand that could take Willow beyond live match coverage and into original storytelling.

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I designed the complete Willow Originals brand identity from scratch — logo system, color palette, typography, and brand guidelines. The logo itself distills movement, energy, and perspective into a single mark that scales across digital, broadcast, and experiential environments. Willow Blue, Willow Navy, and Willow White — a palette built for contrast, clarity, and confidence across every screen it touches. Aktiv Grotesk XBold as the primary typeface — bold, editorial, unmistakably modern.

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Then we brought it to life. I directed and produced two logo animations — a 15-second version for longer-form content and brand moments, and a 5-second version for social and quick transitions. Both built to feel cinematic and intentional. The kind of opener that tells you this is premium content before a single word is spoken.