Overview
Thinking Football is an NFL and College Football analytics channel built around All-22 film breakdowns. I co-founded the channel and led all creative direction — from the brand identity and channel design to video graphics, thumbnails, and on-screen motion systems.
Since launching in 2019, the channel has grown to over 205K subscribers with 26M+ total views.
The Challenge
Football film analysis lives in a crowded YouTube space dominated by hot takes and surface-level highlights. We needed a brand that signaled depth and credibility — something that told viewers "this is serious analysis" before they hit play.
The creative had to work across every touchpoint: thumbnails competing in search results, channel art establishing identity at a glance, and on-screen graphics that enhanced film breakdowns without distracting from the analysis.
Brand Identity
The brand system was built around clarity and authority. A bold wordmark paired with a restrained color palette gives the channel a broadcast-quality feel that separates it from the typical YouTube football aesthetic.
Every element was designed to scale — from a 100px favicon to full-screen end cards — maintaining recognizability across every size and context.
Thumbnail System
Thumbnails are the storefront. I developed a repeatable system with consistent layout rules: bold player imagery, high-contrast type treatments, and color-coded framing that signals content type (game breakdowns, player analysis, draft coverage) at a glance.
The system balances click-through optimization with brand consistency — each thumbnail is immediately recognizable as Thinking Football while standing out in a feed.
Video Graphics & Motion
On-screen graphics needed to add context to All-22 film without competing with the footage. I designed a lower-thirds system, stat overlays, transition packages, and telestration-style annotations that integrate cleanly with the analysis.
The motion language is functional — quick in, information-dense, quick out. Everything serves the breakdown rather than showing off.
Channel Design & Art Direction
Channel art, banners, and social assets maintain a cohesive look across YouTube, Twitter, and Patreon. Seasonal refreshes (draft season, playoff runs) keep the visual presence current while the core identity stays locked.
Results & Impact
What started as a side project has grown into a recognized voice in football analytics, with a dedicated community across YouTube and Patreon.
The brand system I built has scaled from zero to 205K subscribers without a redesign — proof that the foundational creative decisions were right from day one.