A group of former (and current) professional basketball players approached TinyWins with a vision: to revolutionize athlete representation through a player-run agency that prioritizes athlete development over (just) big checks. Our challenge was to craft a brand identity that could resonate with a new generation of athletes while embodying the founders' passion and authentic approach to representation.

We began by developing a brand strategy that positioned FreeGame as a disruptive force in athlete representation—one that emphasizes authenticity, transparency, and athlete autonomy. This foundation informed every aspect of our creative approach, from visual design to messaging.

The visual identity system we created centered on three core principles:

• Raw Authenticity: We introduced hand-scanned textures and torn paper elements to bring a tactile, human quality to the brand. These imperfect elements serve as a deliberate contrast to the typically polished, corporate world of sports agencies, reinforcing FreeGame's commitment to genuine relationships and real human connections. We also brought in the line “own your own game” as both a philosophy for athletes and as a literal mandate: each new athlete FreeGame signs will sign their name and the word “Game,” adding each athlete’s “Game” to the brand identity.

• Dynamic Identity System: The primary logotype and logomark were designed with strength and clarity to reflect FreeGame's mission to provide direction and guidance. This included a clean, adaptable primary logo, personalized game signatures, and a logomark that translates across applications.

• Visual Movement: Understanding that athletes live in a world of motion (especially now when social media, NIL, and the transfer portal make the sports industry immensely complicated and always moving), we incorporated dynamic elements throughout the brand system. We included motion design principles, energetic photo and video direction, and versatile design elements that work across digital and analog touchpoints. 

Finally, we brought everything together into a sleek, dynamic, and player-centered website — the final step in positioning FreeGame as a revolutionary force in athlete representation with a brand experience as personal and genuine as the service itself. 

My roles: Brand strategy, messaging, concepting, art direction, copywriting, UX writing | collaboration with the team at TinyWins