Most virtual upfronts tend to fall into two extremes—either cold and corporate or overly chaotic and playful. For this COVID-era virtual upfront, we needed a different approach: a design system that balanced structure with emotion, precision with storytelling, to effectively showcase new content.

We developed a visual language that is expressive—system-led yet flexible, scalable but never generic. Gradients were used as layered elements, paired with a subtle page-turn detail to suggest anticipation and reveal what’s next. The layered shapes represent shifting perspectives and the expanding reach of our content. Built from connecting lines and squares, the abstract dimensional system can be constructed, deconstructed, or scaled, allowing seamless interaction with imagery and typography. This dynamic structure mirrors the evolving nature of the Rogers media plan and its growing impact.