Go
Client
GO
Type
Branding, Web design
Tools
Figma, Photoshop, Illustrator
During the seemingly endless Covid lockdowns, somewhere between playing video games and baking sourdough bread, I took a Visual Design Foundation course run by Created Academy. This course covered the entire brand creation process: from ideating the logo and design system right through to laying out a mobile app.
Tearing up the rulebook.
The renowned branding agency Nomad Studio set the main brief for the course, centring on a fictional brand called 'Go'—an OTT streaming service entirely dedicated to the world of women's sports.
BEFORE YOU CLOSE THE TAB AND BIN MY APPLICATION, let me clarify that what you see below is not my design, but rather the assets Nomad Studio provided and asked us to overhaul.
The brief was to refresh the branding and app design for 'Go', making them more appealing to a young, female audience.
A brand that gets in the game.
The outer shape of the logomark represents the stadium where the matches take place. The lightning bolt in the middle is the energy unleashed when two teams face off. The diagonal lines and the two colours symbolise the zigzagging movement of players dribbling. And, would you look at that, you can even read the letters G and O hidden in the symbol.
I chose Oxanium as the display font for headings. Its soft, rounded corners echo the curved shapes of the new logo; it’s narrow and compact, allowing you to squeeze more characters onto a single line. Not to mention, Oxanium is a variable Google Font, fully supported by all major browsers and lightning-fast to load in-app. I paired this handsome devil of a font with Poppins, which is highly legible for body copy.
The sports world inspired the colour palette: we’ve got an off-white, which is the colour of pitch markings; yellow and red represent football cards; blue is the clear sky above the stadium; and finally, purple is the colour of the bruises on the players' bodies.
The entire rationale behind the new branding was detailed in the brand bible. The document also showcased how the new brand elements were applied across various pieces of collateral.
How would you like your app?
The app interface was the culmination of everything I learned during the course. Its look and feel reflected the rules set out in the brand bible, ensuring an experience totally cohesive with the rest of the work.
The app's structure was planned from scratch, starting with user interviews. I used the insights gathered to map out a new sitemap, user personas, and user flows. The example below focuses on the flow taking a user from the sign-up screen right through to a live match stream.
The tutors at Created Academy were so impressed by the app design that they decided to feature it as an example on the Visual Design Foundation course page, and even interviewed me. I haven't attached the interview here because, as you can probably guess, my lockdown haircut left a lot to be desired.
