Our Projects
NBCUniversal Branding and
Digital Marketing
Overview
As an Art Director for NBC Digital, I led the creative strategy, design, and production of over 40 show assets across mobile apps, devices, social media, and digital platforms, including Roku, Xbox, Apple TV, Netflix, and Amazon Fire TV. I directed the creation of compelling visual campaigns, ensuring cohesive storytelling across social and digital platforms, while driving engagement and enhancing brand visibility. My role involved overseeing the design and production of innovative marketing assets tailored to meet the dynamic demands of NBC Digital’s audience.
Project Duration
2014-2020
Our Role
As the creative partner for NBC Digital, genioLAB led the art direction, visual strategy, and production of over 40 show campaigns across mobile apps, streaming devices, and digital platforms—including Roku, Xbox, Apple TV, Netflix, and Amazon Fire TV. Our team directed the development of visually compelling marketing assets that maintained cohesive storytelling across digital and social channels. By aligning with NBC’s brand vision and audience expectations, we delivered innovative visuals designed to drive engagement and elevate brand presence across every touchpoint.
Digital Marketing Campaigns
genioLAB led the design and production of creative assets for a range of high-impact digital marketing campaigns at NBCUniversal. Our work included standout projects such as the NBC App launch, Blindspot Tattoo Day, Roku and Chromecast promotions, and targeted email marketing initiatives.
We developed bold, platform-specific visual concepts and oversaw their execution across multiple channels—ensuring brand consistency, audience relevance, and strategic alignment. By tailoring content for each touchpoint, genioLAB helped increase user engagement, boost campaign performance, and strengthen NBCUniversal’s digital brand presence.
1
NBC App
Campaign promoting the new NBC App on the NBC.com home screen.
2
Blindspot National Tattoo Day
Campagin to promote the premiere of NBC's Blindspot. View case study
3
Roku and Chromecast
NBC shows promotes in other platforms.
4
Email Marketing
Mobile-first email maketing of NBC's shows.
NBC.com Show Series Artwork
We led the creative direction, strategy, and production of over 40 show campaigns across mobile apps, connected devices, and digital platforms—including Roku, Xbox, Apple TV, Netflix, and Amazon Fire TV. Our work supported major NBC titles such as The Voice, Hairspray Live!, Chicago Fire, and This Is Us.
Each campaign was thoughtfully designed to capture the essence of the show it represented, with visuals tailored to resonate across formats and screen sizes. By adapting assets to meet the unique demands of every platform, genioLAB ensured maximum impact, brand alignment, and audience engagement across NBCUniversal’s digital ecosystem.
1
Hairspray Live!
2
The Voice
3
Chicago Fire
4
This Is Us
Social Media
Our team directed the design and production of creative assets for NBC’s social media marketing campaigns, delivering high-impact visuals that aligned with each show’s identity and audience. Notable campaigns included The Voice, Peter Pan Live!, and American Ninja Warrior.
We developed engaging, platform-specific content designed to resonate with diverse audiences and amplify visibility across social channels. By combining bold visuals with strategic storytelling, genioLAB helped boost viewership, increase interaction, and drive meaningful social engagement for NBC’s flagship programming.
1
Peter Pan Live!
Social media promotion on the days preceding the live event.
2
The Voice
"Team" promotions on social channels.
3
American Ninja Warrior
"I'm the Warrior" social campaigns
Branding
genioLAB led the creation of co-branded video end cards for Hulu, seamlessly integrating NBC’s brand identity into the streaming experience. In collaboration with an external agency partner, we directed the creative development to ensure each end card adhered to NBC’s brand standards while aligning with Hulu’s platform specifications.
These assets were strategically designed to promote NBC’s programming and strengthen brand recognition within a third-party environment. By delivering polished, on-brand visuals tailored for the Hulu experience, genioLAB helped drive continued viewer engagement and cross-platform discovery of NBC content.
1
This Is US
2
Running Wild with Bear Grylls
3
Midnight Texas
4
World of Dance
The Final Product
The redesigned NBC.com launched in Fall 2013, delivering a cleaner, more user-centric experience. It marked a significant leap forward, setting a foundation for subsequent updates and ongoing improvements. Being part of this transformation was a rewarding experience that showcased the power of collaboration and thoughtful design.
Takeaways
Impact
The redesigned NBC.com web experience drove significant growth, achieving a 22% increase in video consumption within the first month of launch. Unique visitors aged 18 to 34 surged to 15.2 million, compared to 12.8 million the previous month. Additionally, NBC.com’s global ranking improved, rising from 4,643 to 6,201 over three months.
What I Learned
Challenges: Designing a clean, user-centric interface that prioritized video content and boosted viewership.
Key Takeaways: When time is critical, seamless collaboration between teams is essential to deliver impactful results.