EATINGFAN
The Studio
CMS Rebranded & Rebuilt Across 4 Major Phases
YEAR
2020 - 2025
Client
Athlete Studio
Responsibilities
CMS Iteration
User Flows
Design Systems
UI & UX
Visual Design
Web Design
Landing Page
Interaction Design
Branding
Launch Video
Motion Graphics
3D Design
Position
2023 - 2025: Senior Product Designer (Full-time)
2021: Product Designer (Freelance)
2020: Interactive Designer (Co-op)
team
Athlete Studio:
Design Team, Product Team, Engineering Team, Marketing Team
about the project
Rebranding and UX evolution of The Studio CMS across four phases, designing a collaborative platform that empowers athletes, marketing, and product teams to create, manage, and scale professional athlete brands.
Client
Athlete Studio is an AI-powered content automation platform building an enterprise-grade marketing infrastructure for professional athletes, with ~130 long-term professional athlete partners.
Project
The Studio is Athlete Studio’s proprietary CMS, an AI-powered eCommerce and marketing system that serves as the central hub for managing all athlete websites under Athlete Studio. It enables the Marketing Team to publish articles, send newsletters, and run campaigns; allows the Product, Design, and Client Teams, as well as the athletes themselves, to collaborate seamlessly on new product design and creative iterations; and supports content updates, merchandise launches, and other operational workflows across the athlete brands.
Role
From 2020 to 2025, I led the evolution of The Studio across four major phases, driving iterative rebranding, UI/UX design, and interactive prototyping. I worked closely with the Design, Product, Engineering, and Marketing Teams to translate complex requirements into scalable design solutions, while ensuring a cohesive and engaging user experience for all stakeholders.
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Phase 1 — CMS 1.0: Content Engine
Foundation & Rebranding
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
Keywords
Brand System V1
CMS Rebranding
Content Engine Design
Admin Dashboard
The Admin Dashboard provides the administrator with detailed information about all platforms, including real-time reports, the content API, and the media library...
Content Engine
The content engine provides users with a fast way to create social media posts for marketing purposes. Regardless of design background or not, anyone can use it easily. Applicable to this era of information explosion, such as the game season.
(Design Iteration: Due to technical limitations, it is not feasible to edit the text in the image, so change the design to a pop-up window.)
Phase 2 — CMS 2.0: Visual System
Visual System Refinement
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
Keywords
Visual System Refinement
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Phase 3 — CMS 3.0: UX Simplification
UX Simplification & Maturity
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
Keywords
Visual Update
UX Iteration
Phase 4 — CMS 4.0: The Studio
Brand Transformation & Platform Expansion
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
Keywords
CMS Rebranding
Logo Development
Landing Page
Space Launch Video
3D Motion
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Landing Page
Space Launch Video
