Meet Alex Freilich
Alex is a Senior Art Director, Graphic Designer, and Illustrator at Digital Sports Partners. He attended college at Eastern Connecticut State University, where he majored in Digital Art & Design with a minor in Studio Art. Today, Alex helps lead sports branding design and visual direction for both emerging and established brands through DSP’s full-service sports marketing agency model.
Can you tell us about your role as Senior Creative Director at Digital Sports Partners and what inspires your creative direction for the brand?
As Senior Creative Director at DSP, I oversee all visual elements of the brand, from our digital presence to our creative assets for client campaigns. I developed the full brand suite, the website’s look and feel, the visual style of the social channels, and more. What inspired me in developing the DSP brand was a wide array of things — from historical sports league branding styles to retro block lettering, pixel art, and linework patterns. My goal was to combine nostalgia with a fresh, energetic aesthetic that speaks to both athletes and fans.
How do you go about creating visual content that connects to passionate sports fans and communities?
I think with sports, the content and focus are key — the #1 thing a passionate sports fan cares about is their team playing well and winning. So I think big, bold messaging and emotionally driven design are important. Winning aside, from a brand design perspective, the goal is to create content that taps into nostalgia, inspires pride, and feels authentically tied to that community. It’s not just design — it’s about emotion.
Are there any teams or athletes that inspire your work?
In terms of mindset, I definitely appreciate and try to apply that killer “Mamba Mentality.” Kobe approached each day with relentless hard work, a constant pursuit of improvement, and unwavering determination to overcome challenges. While we’re not all trying to become the greatest basketball player ever, that mindset carries over into the creative world, too.
From a design standpoint, I constantly draw inspiration from the history of sports branding. That includes how teams’ looks have evolved, how logos and uniforms reflect identity, and how those design choices influence fan culture over time.
Do you have a favorite DSP campaign or client in the sports world that you've designed for?
We don’t have a massive pool yet, but I really enjoyed designing and developing The Pride of ODU’s website and merch store. I liked the direction we took everything in, and I’m happy with the final product. It’s been fun to extend the brand system we built for ODU across email campaigns, social graphics, and other branded materials, showing how strong design creates consistency and credibility for an NIL collective.
What role does design play in shaping the identity of student-athletes and sports brands?
Design is a core part of building an athlete’s personal brand. Whether it’s a logo, social content, or NIL merch, the design becomes how people remember you. Good design captures a story, creates consistency, and builds trust, especially when you’re trying to stand out in a competitive space. At DSP, we use design to help student-athletes build something lasting and meaningful beyond the game.
Bonus question: Who are your favorite teams?
My favorite teams? Definitely New York across the board — the Knicks, Giants, Yankees, and Rangers. There's a lot of history, grit, and identity behind those teams that I love, and it definitely inspires my work.