Rookie Me is a sports technology company delivering products and platforms across athlete development, coaching and media. As the business expanded, its identity needed to evolve into a cohesive brand system capable of connecting its growing portfolio.

In 2021, Rookie Me undertook its first major rebrand since its inception, with the goal of modernising the brand without losing the recognition it had already established.

Working in-house at Rookie Me, I led the creative development and visual execution of the rebrand. My contribution included refining the wordmark, developing custom letterforms and establishing the core visual elements that would shape the brand across its expanding suite of products and platforms.

The new identity retained the familiarity of the existing brand while introducing a bolder and more distinctive visual language. Custom letterforms gave the wordmark greater character, while a cohesive system of typography, colour and supporting brand elements created consistency across the business.

Led by the signature Inferno colour, the refreshed identity positioned Rookie Me as a confident, progressive and technology-driven brand within the sports industry.