EATINGFAN
Athlete Studio is an AI-powered content automation platform building enterprise-grade marketing infrastructure for professional athletes, with ~130 long-term professional athlete partners.
To communicate a high-tech, athletic, and modern brand identity, Athlete Studio needed a focused and scalable marketing experience for a clearly defined audience of professional athletes.
I worked as a Product Designer at Athlete Studio, leading the design of its marketing ecosystem through multiple stages of business growth. My role spanned brand system definition, interaction design, and the evolution of a content-driven platform that could adapt to new products, partnerships, and campaigns over time.
Phase-1 Foundation (2020)
Define a clear brand system and a focused narrative for a highly specific professional audience.
At an early stage of the company, the primary design challenge was clarity rather than scale. I established the foundational brand system, core visual assets, and interaction principles across the marketing website, CMS, and internal admin tools.
The marketing experience was intentionally designed as a single-page site, allowing the team to communicate a cohesive, high-tech brand narrative to professional athletes while keeping the system lightweight and adaptable.
Keywords
Early-stage Platform
Single-Page Architecture
Brand System
Approaches
Athlete Studio has a clear purpose for its marketing page, and it provides services to professional athletes. A single-page site would be a practical option for targeting a specific audience, and it's easy to control their behavior on the site and guide them in a clear direction.
Visual Development
The dark background with motion graphics provides a better sense of high technology.
Showcase their creativity in the welcome section as the requirement.
Design super athlete characters for their three main client types.
Design Stages
Brand Guidelines
The brand style guide is designed to unify the brand's visual effects, facilitate internal communication, and support future needs. It aims to enhance the visual aesthetics of Athlete Studio's official website and to serve marketing purposes.
Phase-2 Early Exploration (Unadopted)
Explore a team-based NFT marketplace direction during early product definition.
Before formally partnering with Dapper Labs, an initial direction explored structuring the platform around NFL teams, inspired by team-based marketplace models.
This approach focused on building a team-centric browsing and purchasing experience. However, it introduced limitations around Athlete Studio’s core identity and differentiation.
The direction was ultimately not adopted. The exploration helped clarify the importance of positioning Athlete Studio as a centralized platform centered on individual athletes and their personal ecosystems.
Keywords
Product Exploration
Marketplace Model
Team-based Structure
NFL Team Page
Information Architecture
Phase-2 Transitional Redesign (2022)
Stabilize the brand and product narrative during a period of rapid transition.
Following Athlete Studio’s partnership with Dapper Labs, the platform needed to adapt to an expanded product scope across NFL and NBA NFT initiatives.
Rather than immediately scaling into a complex multi-page system, I led the design of a transitional single-page experience that could support richer content, improve structure, and maintain brand consistency.
This phase allowed the team to move quickly while aligning design and engineering, and setting a clear foundation for future expansion.
Keywords
Transitional Design
Content Structure
System Alignment
Visual Development
Phase-3 Iteration & Scale (2022-2023)
Evolve the platform into a modular, content-driven system for long-term growth.
Building on insights from the transitional phase, the marketing platform was expanded into a multi-page, content-driven system designed for long-term scalability.
From mid-2022 through 2023, I led the design of modular page templates and content structures that could support a wide range of use cases, including NFT drops, homepage campaigns, newsroom content, athlete partnership pages, and a searchable athlete directory.
This phase focused on balancing flexibility and consistency, ensuring the platform could scale without fragmenting the brand experience established in earlier stages.
Keywords
Scalable CMS
Modular Design System
Platform Expansion
About Us Page (Desktop and Mobile Versions)
Component Testing
Component Library
Information Architecture
