Rookie Me Academy

Give Academy a distinct visual personality within the newly rebranded Rookie Me family. The challenge was to connect with a younger audience while retaining the credibility of a performance development programme, with a design language flexible enough to support both promotional and educational content.

As Head of Brand & Creative Design, I shaped Academy’s visual direction and carried it through to hands-on execution. Building on the wider Rookie Me identity, I developed campaign artwork, social templates, educational resources, the nutrition guide and house team mascot identities.

I combined varsity-inspired typography, athlete cutouts and layered collage with playful badges and graphic elements. The orange-and-black palette kept the work connected to Rookie Me, while the expressive layouts gave Academy its own voice. This approach adapted across campaign and social content, with clearer layouts for educational resources and individual mascot identities to bring personality to each house team.