Teamworks Brand Design Strategy 2023
Scope of Work
Creative Direction
Brand Design / Strategy
UI/UX
Establishing the strategic vision and brand design roadmap to for a unified tech ecosystem.
Following two major funding rounds ($115M) and a series of acquisitions, Teamworks faced a pivotal moment: how to unify a growing suite of products under one scalable identity. As the company advanced its vision to become The Operating System for Sports™, I led the brand design strategy to build a framework that could flex with rapid growth while laying the groundwork for a unified platform brand experience. This phase became the foundation of a multi-year evolution — defining the architecture, systems, and identity that would later expand into the 2025 brand consolidation and full ecosystem rollout.
— 01
Brand Strategy & Architecture
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
Visual Identity Refresh
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.
— 06
Teamworks Brand Central
As part of the new framework, I built the first official brand guidelines to define logos, color, typography, and design principles in a unified system. This evolved into Teamworks Brand Central—a cloud-based library housing assets, templates, and best practices that became the single source of truth for 500+ employees, ensuring brand consistency across every touchpoint.
— 04
Credits
Teamworks Brand Design Studio