Teamworks Performance
2025
Scope of Work
Creative Direction
Brand Design / Strategy
Event Experience Design
Defining the brand design system and creative direction for an elite sports performance platform.
As Teamworks expanded beyond operations into strength, nutrition, and performance intelligence, we needed to elevate Performance as a distinct sub-brand within the broader ecosystem. I led the creative direction for Teamworks Performance, defining the visual framework and campaign approach that unified multiple performance products under a single platform. In partnership with our design team, we built the identity, campaign assets, and experiential moments that repositioned Performance in new markets — culminating in the launch of Teamworks’ first Human Performance Summit, bringing together elite practitioners from collegiate and professional organizations across the globe.
— 01
Creative Direction
A key early decision was defining how our products should relate: a house of brands or a branded house. I helped guide leadership toward a branded house model that built recognition around one connected identity while keeping the structure flexible as the company and sports industry evolved. The framework grouped products by how elite sports organizations actually operate, giving internal teams clarity and creating a system that could scale with new categories and future growth.
— 02
Keynote Event: Human Performance Summit
We moved quickly to align the visual system across every product. I led a rapid design process to evolve each logo within a shared grid and icon style, creating cohesion while preserving individual recognition. The result was a scalable logo system and color logic that visually tied the ecosystem together — an intentional balance of speed, consistency, and craft.
— 03
App Store Brand System
We created a unified presence across the Apple App Store and Google Play Store to reflect the new brand system. App icons, preview screens, and copy were redesigned for consistency, giving each product a polished, trustworthy look while reinforcing their connection to the Teamworks platform.
— 04
In-Product Branding
As products were integrated into the Teamworks platform, our focus shifted to creating a more connected experience across separate apps. We introduced a consistent visual system, single sign-on flow, and shared navigation framework — early steps that made the ecosystem feel unified even before full technical integration. A new in-app switcher within the core Teamworks product allowed users to move seamlessly between tools, reinforcing the sense of one connected platform.
— 05
Website Redesign
With the brand architecture, new product branding, and social framework in place, we redesigned the website to reflect the evolving ecosystem. The update introduced a scalable navigation system and rebuilt product pages, making it easy to integrate acquisitions seamlessly into the broader brand experience.
Explore the full website redesign project here.
— 04
Credits
Teamworks Brand Design Studio