Design Deconstructed: How the Kansas City Chiefs Built a Championship-Level Visual Identity
Not just bold—engineered. Here’s how the Kansas City Chiefs built a scalable creative system using depth, motion, and texture.
I’m going to reverse-engineer one of the best creative campaigns in sports—pixel by pixel.
The Kansas City Chiefs’ creative team built a visual identity engineered for depth, energy, and consistency across every platform.
Here’s how they do it 👇
1️⃣ Chromatic Dimension that Feels Like a Trophy
The Chiefs mastered the art of hyper-reflective chrome typography, using 3D tools like Blender to add weight, energy, and a premium feel.
The result? A design language that mirrors their dynasty—bold, dominant, and impossible to ignore.
🔬 Why it works: It mimics real-world shine—championship rings, stadium lights, and the energy of a dynasty in the making.
2️⃣ The Path Shadow Effect = Instant Depth
Ever noticed how designers try to make text and cutouts seem like they are hovering off the screen?
That’s not your standard Photoshop shadow—it’s the Path Shadow Effect, a game-changer for visual depth.
🔍 Creative Science:
✔ Stretched shadows = cinematic scale
✔ Subtle grain + halftones = extra grit & focus control
🔬 How to apply it: Duplicate, offset, path blur = instant separation.
3️⃣ Light Leaks, Flares & Cinematic Blur
Why do the Chiefs’ visuals feel like blockbuster movie posters? Because they are.
Light leaks, motion blur, and halftone textures aren’t just aesthetic choices—they create movement, focus, and emotion. The halftone effect? A throwback to vintage print techniques, repurposed for modern digital storytelling.
🔬 Why it works: Subtle distortions trick the eye into feeling energy & movement, making still images feel alive.
Jordan Giesler, Drew Morris, Nick Gougas, Kacie Stepp, Nicci Toub, and everyone else from the Chiefs involved in bringing this postseason campaign to life deserve their flowers.
This was an incredible run!
Would you use these techniques in your own designs? Here are some of the resources I have saved and FREE design packs I have created that are similar to what the Chiefs used! Grab yours below! ⬇️
Path Shadow Photoshop Action by Akshay Ram
Akshay’s Light Leaks by Akshay Ram
3D Glass Effect by Ethan J Design
Learn how to make the 3D Glass texture effect yourself in Blender!