To ensure the rebrand resonated with users, I began with in-depth research into Ellevate’s target audience and competitor landscape. Understanding the needs of young athletes aged 12–20 was essential in shaping an experience that felt both aspirational and personal. I incorporated human imagery throughout, featuring well-known Ellevate Football ambassadors in action to inspire and connect with users.

I developed new patterns and shapes inspired by the football net to use as overlays on imagery, creating visual consistency across the app. In the UI, I applied bold typography, the high-contrast logo colours, and geometric layouts to convey strength and momentum. Badge shapes were incorporated as UI elements to highlight key information, reinforcing a sense of accomplishment.