Mumbai Indians New York
MI New York marked the Mumbai Indians group’s entry into the US market as part of Major League Cricket’s inaugural season. The objective was to extend an established global franchise into a new geography while maintaining brand equity.
Client
MI New York
Role
Art Director | International franchise launch
BACKGROUND
Working through Red Lantern, I operated as an Art Director supporting MI New York’s digital presence. I owned visual direction on key assets, executed high-impact pieces and supported other designers working across different time zones.
The challenge
This was a first for both the franchise in the US market and the league itself. Deliverables ranged from daily social content to live match moments, often aligned to US match timings. Speed, consistency and adaptability were critical, especially as the team progressed through the tournament.
SOLUTION
What I did
I led visual direction across player narratives, scorecards, points tables and milestone moments, executing core pieces and guiding others on structured formats when coverage extended beyond my availability. I also created the MI New York logo animation that helped establish a consistent brand sign-off across video content throughout the season. Output increased significantly during the finals and championship phase, requiring rapid decision-making and execution.
As the team reached the finals and went on to win the championship, output increased significantly. I handled key celebratory assets, brand adaptations, and rapid-turnaround pieces to ensure the franchise stayed visually consistent and relevant during peak attention.
Why it mattered
The work supported the successful visual rollout of a global sports franchise in a new market under intense time pressure. Consistency across formats, quick decision-making and calm execution helped the brand show up strongly throughout the season, including its championship win.
