Case Study 05

MLB® 13 The Show — Cover Design System

Scaling Iconic Design Under Extreme Constraints

Problem
MLB® 13 The Show required the creation of seven different cover designs — one for each potential cover athlete — all within the standard timeline normally allotted for a single cover.

The work had to strictly follow MLB brand and licensing guidelines while still elevating the visual identity of the franchise and making each athlete feel distinctive and vote-worthy.

Solution
I approached the project as a system, not seven one-off designs.

A flexible cover framework was created that:

Maintained consistent branding across all versions

Allowed athlete-specific personality and energy to shine

Met all MLB approval requirements

When last-minute opportunities arose to produce regional covers for Canada and China, the system scaled quickly without disrupting the core design.

In parallel, I collaborated with the MLB Players Association to develop promotional video content featuring the cover athletes, supporting a broader cover-vote campaign.

Outcome

Seven fully approved cover designs delivered on an accelerated timeline

Successful expansion into regional markets

Integrated print and video assets supporting fan engagement and voting

Key Insight
Strong creative systems allow brands to move fast — even when constraints are tight and stakes are high.