INTRO
Bench was a new brand entering a saturated space where sports content was dominated by legacy media and crowded social platforms. They needed an identity that could immediately differentiate them, appeal to digital-native creators, and scale up for leagues and media partners alike.
The challenge was to visually represent energy, control, and empowerment without relying on tired sports cliches.
THE BRIEF
Bench Sports Media needed a bold, scalable brand identity to launch its creator-first platform in a crowded sports media landscape. The goal was to design a visual system that empowered individual creators while appealing to leagues and enterprise partners—balancing authenticity, energy, and professionalism. The brand had to feel fast, expressive, and trustworthy, capturing the spirit of a sports fan becoming a sports entrepreneur. Our challenge was to reflect this transformation visually—without leaning on overused sports tropes—through a logo, color system, and typography that worked seamlessly across social, product, and investor materials.
The brand identity tells the story of going from "sports fan to sports business in minutes." It connects emotionally by reflecting creators’ real lives—editing highlights at night, building communities from scratch, and chasing independence. Every design choice supports that underdog-to-founder journey.
This project reinforced the power of clarity and metaphor in logo design. The layered elements of the logomark gave the brand more narrative power than a literal sports symbol ever could. In future projects, I’ll continue to push symbolism and strategy over surface-level design trends.
Bench was a milestone project—one that blended my love for design, storytelling, and sports. It launched a platform with purpose, positioned creators at the center, and showed how design can shape movements. For me, it marked the beginning of deeper, more strategic brand identity work—and I’m proud of the clarity, depth, and energy we created together.