Designing how brands discover and buy corporate sponsorship across PBS — turning an intangible offering into a clear, credible, lead-generating website. Taken from hand sketch through annotated, developer-ready wireframes, designed to fit the brand direction set by the agency.
PBS National Sales connects brands with sponsorship and underwriting opportunities across PBS's broadcast, digital, and PBS Kids platforms. Unlike a product site, there's nothing to add to a cart — the job of the site is to build trust and generate qualified leads from marketers evaluating where to put their sponsorship dollars.
Working with the agency W. Bradford, I led the experience design — mapping the information architecture and wireframing the page system into an annotated, developer-ready set — all designed to fit the brand direction W. Bradford set.
Fast paper layouts to fix the page's story and rhythm before any pixels.
Annotated, developer-ready wireframes for the home and cross-platform pages.
Designing to W. Bradford's style direction — color, type, imagery — so wireframes matched the intended look.
A single hand sketch set the narrative: a geometric header, a "Stories Start Here" hero, proof through counter stats, then four value blocks — Reach, Align, Explore, Sponsor — closing on a large "evaluate your sponsorship" call to action. The wireframe is that sketch made real.
The home page makes the broad case for sponsoring PBS; a cross-platform page drills into Broadcast, Digital, and PBS Kids sponsorship with creative guidelines. Both funnel toward the same goal — a marketer filling out the lead form with their objectives.
The full set carried the system across every page type a sponsor would touch — from broadcast detail to individual programs to packaged offers.
The visual direction — PBS's confident blue, a warm signal-yellow accent, black-and-white portraiture with geometric color-block overlays, and a clean primary typeface — was set by W. Bradford in the style tile below. My wireframes and layouts were built to fit it; the four brand words kept every decision honest.
From a paper sketch to a full set of annotated wireframes, the project gave PBS National Sales a clear, credible structure for turning brand interest into sponsorship conversations — every page pointed at the same next step.