NickelodeonDigital transformation. Customer experience. Entertainment. Cross-platform innovation.
Bringing the magic of Nickelodeon to every screen.
Nickelodeon built one of the world's most recognizable entertainment brands around iconic characters, imaginative storytelling, and play. As audiences moved from television to websites, phones, tablets, and emerging devices, the challenge was to create digital experiences that felt just as engaging and unmistakably Nick.
The work reimagined Nick.com, expanded the experience across mobile and tablet, and brought the Nick Jr. experience to Apple Watch—developed before the device reached consumers.
Led during Gene Lee's tenure as VP of Design at Nickelodeon, working with internal teams. Work predates MAP.
The challenge
One iconic brand. A world of different screens.
Nickelodeon's universe spanned an enormous range of characters, shows, games, and entertainment experiences—each with its own distinctive personality.
At the same time, audiences were changing. Entertainment was no longer limited to television, and children increasingly expected to interact with their favorite characters wherever they were.
The challenge was to create cohesive digital experiences that could adapt across devices while preserving the energy, spontaneity, and creative identity of Nickelodeon.
Nick Web
Nick Jr.
Nick Apps
The digital playground
More than a website. A world to explore.
The Nick.com redesign brought games, videos, episodes, and original entertainment together in a dynamic digital playground. Bold character imagery, colorful environments, and content-driven navigation helped audiences move naturally between discovery and play.
Rather than behaving like a conventional content catalog, the experience reflected the imagination and irreverent personality of Nickelodeon.
Games browsing
Playback and related content
Video discovery
Full episodes
Designed for every world
One platform. Endless personalities.
Every Nickelodeon property has its own creative universe. From SpongeBob SquarePants and Teenage Mutant Ninja Turtles to Breadwinners and Power Rangers, the digital experience provided a consistent foundation while allowing each franchise to express its distinctive visual identity.
The result was a flexible experience that celebrated different characters and stories without losing the coherence of the larger Nickelodeon ecosystem.
SpongeBob SquarePants
Breadwinners
Power Rangers Super Samurai
Designing for younger audiences
Little screens. Big imaginations.
Designing for preschool audiences called for a different experience. The Nick Jr. interfaces placed greater emphasis on recognizable characters, simple navigation, direct interaction, and visual discovery.
Across mobile and tablet, the experience brought favorite stories and characters into playful, touch-friendly environments designed for younger audiences.
Nick Jr. tablet homepage
Dora and Friends
PAW Patrol
Character-based show discovery
Emerging technology
Designing for the future before it arrived.
Before Apple Watch reached consumers, Nickelodeon was already exploring how wearable technology could create meaningful experiences for families.
The team developed Nickelodeon's first Apple Watch app, bringing the Nick Jr. experience into a new category of connected devices.
The work explored how parents could quickly check viewing activity and manage their children's screen time through a convenient, glanceable interface.
Developed ahead of the first Apple Watch's market release, the app subsequently launched publicly.
Viewing activity
Parental timer
App launcher
Early Apple Watch design explorations.
The outcome
Extending the magic beyond television.
The work helped extend Nickelodeon's distinctive entertainment experience beyond television and into a growing ecosystem of digital platforms.
Digital reinvention
Nick.com redesign
A redesigned digital entertainment destination connecting games, episodes, videos, and favorite characters.
Cross-platform expansion
Mobile and tablet
Nickelodeon and Nick Jr. experiences created for increasingly mobile audiences, balancing brand consistency with device-specific interactions.
Wearable innovation
First Nickelodeon Apple Watch app
An early entry into wearable entertainment experiences, developed before Apple Watch reached consumers and subsequently launched publicly.
Great brands create experiences, not just content.
Nickelodeon demonstrates how an iconic brand can evolve with technology without losing the qualities that make it special. The opportunity is to take what audiences already love about a brand and find new, meaningful ways to bring it into their lives.