Athlete Studio

Year

2020-25

Client

Athlete Studio

team

Athlete Studio

Position

Senior Product Designer

Responsibilities

Branding

Marketing Platform Iteration

Motion

Mobile Prototypes

Interaction Demos

about the project

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.

gen-1 Foundation

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.

Foundational brand system and visual language
Core interaction patterns and motion principles
Single-page marketing architecture
Early CMS and internal tooling alignment

Brand System · Single-Page Architecture · Interaction Design · Early-stage Platform

gen-2 Transitional

Phase-2 Transitional Redesign (2022)

Stabilize the brand and product narrative during a period of rapid business transition.

In 2022, following Athlete Studio’s partnership with Dapper Labs to support NFL and NBA NFT products, the marketing platform needed to adapt quickly to a changing business scope.

Rather than immediately expanding into a full multi-page system, I led the design of a transitional single-page website that could support richer content, reinforce brand consistency, and align design and engineering during this interim phase.

This approach allowed the team to maintain momentum while laying the groundwork for a more scalable platform in the next stage.

Transitional marketing website redesign
Consolidated brand and product messaging
Improved content hierarchy within a single-page structure
Alignment between design system and engineering workflows
Clear foundation for subsequent platform expansion

Transitional Website · Single-Page Architecture · Brand Alignment · Cross-functional Collaboration

gen-3 Iteration & Scale

Phase-3 Iteration & Scale (2022-2023)

Evolve the platform into a modular, content-driven system capable of supporting ongoing 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.