2021
BYJU'S
byjus.com
Background
BYJU’S x ICC World Test Championship – Global Debut via LED & Sidescreen Design
Global activation · Art direction · 1.6B reported reach
Role: Lead Designer
Introduction
In 2021, BYJU’S partnered with the International Cricket Council as the global sponsor for the ICC World Test Championship—held at Rose Bowl, Southampton. This marked BYJU’S first major foray into the global spotlight, and the mission was clear: introduce three of our flagship learning products to a worldwide audience spanning ages 2 to 17.
Core problem
The Challenge
We weren’t just designing banners. We were crafting first impressions.
Global Audience: We had to communicate to millions— mainly parents & children—across continents.
Our Products: Introduce three learning platforms and our products cohesively without overwhelming.
Brand Recall in Seconds: The average screen time for our LED animations was under 10 seconds.
Research & Ideation
Our research phase focused on:
Visual behavior in live sports broadcasts
Age-appropriate brand messaging for 3 distinct age groups
Cultural neutrality in color, motion, and tone for a global audience
Competitor and industry analysis for sponsorship visibility in sporting events
My Role
I led the end-to-end creative direction of the project—aligning strategy, design, and animation.
Collaborated with ICC teams, internal stakeholders, designers, and animators across time zones to deliver broadcast-ready creative in under 4 weeks.
Results and Impact
The Output
LED Banner Animations
Sidescreen Banners (Dynamic + Static)
Brand Messaging (Text + Motion Sync)
Real-world screenshots from the live broadcast
The Impact
Let the results do the talking.
Reached over 1.6 billion viewers globally through the ICC broadcast
Increased app downloads by 8% across UK & Australia during match week
Set a design benchmark for future BYJU’S x ICC campaigns
Recognized internally as a gold-standard campaign for sports-integrated branding
Takeaways
Designing for a moving target like a live broadcast taught me to think fast, design smarter, and embrace brevity.
Global brand moments don’t come often—this one reminded me how much the little design decisions matter when they’re being seen by millions.