Their rebrand was a strategic move to stay ahead of the curve and align more closely with the evolving needs of sports organizations, fans, and the stories that connect them. The new logo embodies fluidity and integration, featuring two interconnected terminals that symbolize the journey from league to athlete, or ScorePlay to client—a visual representation of the workflows they shape every day. Designed to complement the 16:9 format, the mark uses motion as a key element, with every shift, twist, and turn adding depth that echoes throughout the brand's language.

Their visual system is rich with references to all sports, not just one. The logomark is designed to adapt dynamically, embracing any specific sport and creating a sense of true integration. Their layout systems are agile, transformative, and meticulously structured. We've equipped them with comprehensive toolkits, enabling the brand language to evolve and grow over time. Drawing inspiration from deconstructed markings found on tracks, fields, racecourses, and more, we've created a foundation for their team to craft distinct visuals that don't rely on conventional imagery. When imagery is used, we’ve developed a range of layouts, all based on a unified grid structure. This approach allows the brand language to shift effortlessly from simplicity to amplification as needed.

Every detail was meticulously refined—typography, color, iconography, and motion design were all reimagined and integrated across print, digital, and environmental design. The entire brand system was consolidated into a comprehensive set of guidelines within the Standards brand guidelines platform.