The Studio
Year
2020-25
Client
Athlete Studio
team
Athlete Studio
Position
Senior Product Designer
Responsibilities
Branding
3D
Motion Graphic
CMS UI&UX
Interaction Demos
Landing Page
Launch Video
about the project
Athlete Studio is an AI-powered content automation platform building enterprise-grade marketing infrastructure for professional athletes.
The Studio is Athlete Studio’s proprietary CMS, an AI-powered eCommerce and marketing system designed to help athletes scale from individual influencers into fully operated personal brands and enterprises.
From 2020 to 2025, I contributed to the evolution of The Studio across four major phases, leading iterative branding, UI/UX design, and interactive prototyping in close collaboration with engineering and design teams.
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Foundation & Rebranding
Phase 1 — CMS 1.0 (2020)
When I first joined Athlete Studio in 2020, the company required a complete brand refresh alongside the initial Content Engine build.
Led early rebranding efforts, including the CMS visual system
Designed the first version of the Content Engine, enabling fast creation of social media content for marketing and game-season campaigns
Focused on accessibility: users without design backgrounds could quickly generate content
Established a tech-forward visual direction using dark themes with blue and green accents to convey performance and scalability
CMS Rebranding
Content Engine Design
Visual System Refinement
Phase 2 — CMS 2.0 (2021)
In 2021, we restructured the CMS branding and UI framework.
Explored both dark and light theme systems, ultimately validating and shipping the light version
Refined layout, spacing, and hierarchy to create a cleaner, more modern interface
Upgraded the CMS while ensuring backward compatibility and minimal disruption to existing users
Reinforced a consistent, scalable design system without altering core workflows
Visual System Refinement
UX Simplification & Maturity
Phase 3 — CMS 3.0 (2022–2023)
CMS 3.0 focused on usability and visual restraint.
Simplified key UX flows based on usage patterns and internal feedback
Reduced decorative elements, color complexity, and background noise
Improved clarity, speed, and ease of use while maintaining brand consistency
Resulted in a more efficient, polished, and enterprise-ready CMS experience
Visual Update
UX Iteration
Brand Transformation & Platform Expansion
Phase 4 — CMS 4.0: The Studio (2022–2024)
In Fall 2022, Athlete Studio underwent a major strategic shift after joining Dapper Labs.
Rebranded the CMS to align with Dapper Labs’ visual language, introducing pink and purple accents
Officially renamed the CMS to The Studio
Redesigned The Studio logo with the design team during the initial rebrand phase
Led visual design for The Studio Space, including the landing page and launch video
Added AI-assisted features to the Content Engine and article publishing modules, collaborating closely with front-end engineers to refine and elevate the UI and visual experience.
Successfully launched The Studio Space in late 2023 as a standalone, branded product experience
CMS Rebranding
Logo Development
Landing Page
Space Launch Video
3D Motion
