A complete brand identity, art direction and UI design system for a start-up sports social platform backed by Gareth Bale and Virat Kohli. The challenge was to create a distinctive brand that captured the energy of sport while feeling intuitive, premium and digitally native.

From defining the visual identity to designing the product experience, the work established a cohesive ecosystem across brand, digital and social touchpoints. The identity proved so distinctive that the platform's ambassadors began wearing the branded apparel organically as product placement, transforming the brand into a lifestyle statement. This unexpected demand led to the creation of a dedicated merchandise range, extending the identity beyond the app and into the real world.