My Role

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Ethan Simonds from Betty Labs reached out to me about contributing custom illustrations for the Sideline UI. My responsibilities included:
• Creating player illustrations to be used throughout the season.
• Developing special themed artwork for key matchups and events.
• Ensuring the illustrations integrated seamlessly into the UI design.
• Collaborating closely with Ethan to refine ideas and enhance the creative vision.

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The Challenge

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Sideline needed a visual identity that was both engaging and unique. The challenge was to create illustrations that:
• Enhanced the UI without overpowering functionality.
• Captured the energy and culture of NBA and NFL matchups.
• Maintained brand consistency while allowing flexibility for special events like Thanksgiving.

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Design Process

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1. Illustration Style Development

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I initially started with vector illustrations, but over time, my style evolved into detailed Procreate-based illustrations, which better captured expressive details and storytelling elements. The goal was to create artwork that wasn’t just decorative but added to the narrative of each game.

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2. UI Integration & UX Considerations

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To ensure seamless UI integration:

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• Illustrations were designed within a structured safe zone, ensuring key elements wouldn’t be cropped across different screen sizes and UI placements. This constraint shaped the composition of each illustration, requiring thoughtful positioning of focal points.
• The color palette and composition complemented Sideline’s existing UI design.
* The artwork was designed to enhance engagement, acting as visual cues that guided user attention to key matchups.
* Illustrations helped users quickly recognize key matchups and increase their likelihood of participation.
* By associating memorable artwork with high-stakes games, the UI design subtly encouraged users to engage in predictions and betting.
* Collaborated with Ethan for feedback, making necessary adjustments to ensure the best results.

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3. Special Storytelling Highlights

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Some pieces were crafted specifically to reinforce game narratives and add a deeper layer of engagement:

• Kirk Cousins donning a Viking helmet while attacking cheese wedges, referencing their rivalry with the Packers.
• Dak Prescott riding a bear into Chicago, symbolizing the Cowboys’ showdown against the Bears.
• A strong focus on storytelling through visuals, making the user experience more immersive.

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Outcome & Impact

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• The illustrations became a defining aspect of Sideline’s brand, making it instantly recognizable.
• Seasonal activations like Thanksgiving brought extra engagement by making the UI feel fresh and dynamic.
• The illustrations helped increase participation in key matchups by making them visually distinct and memorable.
• The creative approach was well-received, with positive feedback from the team, including CEO Howard Akumiah.
• This project led to more illustration work opportunities as Betty Labs later transitioned to Locker Room, which was eventually acquired by Spotify.⠀

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Final Thoughts

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Working on Sideline allowed me to explore the intersection of illustration, UI design, and storytelling in a product that genuinely resonated with sports fans. The experience reinforced my ability to create visuals that are not only aesthetically engaging but also strategically enhance the user experience.
If I were to approach a similar project today, I would:

• Incorporate A/B testing to measure how different illustration styles impact engagement and retention.
• Explore animation or micro-interactions to make the artwork more interactive.
• Collaborate more closely with UX researchers to tie visual decisions directly to measurable user behaviors.

This project was a stepping stone in understanding how illustrations can be a functional part of UI design rather than just decorative elements.

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