Disney and ESPN came to the SYLVAIN team with ambitions to expand their content platform, The Undefeated, beyond sports in order to meaningfully connect with a rising generation of Black Gen Z and Millennials.
The Undefeated team had big ambitions for expansion—from moving into new mediums to covering a broader range of Black stories—but they needed a pointed, inspiring vision to galvanize internal teams and new audiences. We were charged with the question: how do you build a global brand that embodies the full complexity of the Black experience?
Launching a global media platform where Blackness is infinite
Inspired by Blackness and its complements, contradictions, and complexities; the brand is a fluid manifestation of expansiveness, creating infinite space for families, artists, chefs, athletes, authors, heroes…and so much more.
We started by defining a new design target and developing a business vision that would unlock new paths for growth and make a deep connection with key audiences. We then developed a portfolio strategy and roadmap that served to guide their path to becoming a global media platform. This strategy was first manifested through a new name—Andscape. Playing on the words “And” and “landscape,” the name speaks to the intersections of Black and Everything.
The brand was brought to life through a social strategy, a dynamic and flexible identity system, and a bold campaign that highlights Andscape’s intimate and real storytelling.
