Athlete Studio is a digital platform and creative studio that helps professional athletes and their organizations build digital experiences, products, and marketing campaigns.
The website primarily serves professional athletes and athlete organizations as prospective clients, while also providing a place for fans to discover athletes and their digital experiences.
I worked on Athlete Studio's marketing website from 2020 through 2025, contributing to its evolution across multiple stages of the company's growth.
What began as a focused single-page marketing site gradually expanded into a multi-page experience supporting athlete discovery, campaigns, merchandise and NFT drops, company news, and partnership opportunities.
My work spanned information architecture, UX, UI, interaction design, visual systems, reusable components, and web design, working closely with design, engineering, marketing, and product teams.
I contributed across the full design process, from early information architecture and visual direction to interaction design, component systems, responsive layouts, and ongoing iteration.
For later stages, I also designed reusable components and content structures that could be managed through The Studio CMS, allowing frequently updated content such as athlete profiles, news, and campaign cards to be published without redesigning the website each time.
The Evolution
01. Foundation
Establishing the first marketing experience
In 2020, Athlete Studio was at an early stage and needed a focused website to clearly communicate its value to professional athletes and their organizations.
The initial direction centered on a single-page experience, using strong visual branding, motion, and a clear content hierarchy to introduce the company and its services.
Key Focus:
Brand Guidelines
Design Stages
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.
02. Early Exploration
Exploring a team-based marketplace direction
As Athlete Studio explored digital collectibles with Dapper Labs, we investigated an early concept for a team-based NFT marketplace.
The concept organized the experience around NFL teams, with team landing pages, team shops, and team-centric browsing.
The direction was ultimately not adopted. The exploration helped clarify that Athlete Studio's website should remain centered around individual athletes and their broader digital ecosystems, rather than becoming a team-based marketplace.
What this exploration informed:
Information Architecture
03. Transition
Expanding the story without rebuilding everything
As Athlete Studio entered new partnerships with Dapper Labs and expanded into NFL and NBA initiatives, the existing single-page website needed to communicate a much broader range of work.
Rather than immediately rebuilding the entire site, I designed a transitional experience that introduced richer content while maintaining the existing structure and visual language.
The focus was on improving content hierarchy, messaging, and navigation, while creating a foundation for the larger website that would follow.
Key Improvements:
04. Scale
Building a scalable marketing website
By 2022, the website had grown significantly beyond its original purpose.
It now needed to support multiple types of content and audiences while continuing to serve its primary goal: introducing Athlete Studio to prospective athletes and athlete organizations.
I redesigned the website architecture and developed a modular component system that allowed different types of content and campaigns to live within one consistent visual language.
A broader content ecosystem:
About Us Page (Desktop and Mobile Versions)
Designing for Reuse
Creating a flexible component system
As the website expanded, individual page designs were no longer enough.
I developed reusable components and content patterns that could support different pages and campaigns while maintaining visual consistency.
Repeated content such as athlete cards, news cards, campaign modules, and featured content was connected to The Studio CMS, allowing the internal team to update and publish content without requiring a new design for every change.
This created a clearer separation between the website's design system and the content being published through the CMS.
The website provided the experience. The Studio CMS provided the content.
Component Library
Information Architecture
05. Continued Iteration
Refining the experience over time
From 2024 to 2025, the website continued to evolve through smaller updates as new campaigns, partnerships, and content needs emerged.
Rather than introducing another major structural redesign, I focused on incremental improvements to UI, content presentation, interactions, and visual consistency.
Impact
01 //
A marketing website designed to grow with the business
Over five years, Athlete Studio's website evolved from a focused single-page marketing experience into a broader digital ecosystem supporting athlete discovery, campaigns, content publishing, merchandise, digital collectibles, and partnership acquisition.
02 //
The work established a flexible visual and component system that allowed the website to expand without losing consistency, while its connection to The Studio CMS made frequently updated content easier for the internal team to manage.
03 //
Key Outcomes:
