MyCujoo rebrand
Co-leading MyCujoo's rebrand and rolling out the new identity across every touchpoint, as the company's sole in-house designer.
The only designer, and the brand's steward
MyCujoo was a football streaming platform, later acquired by Eleven Sports. As the only graphic designer in the company, I was responsible for the brand system and guidelines across everything we produced, from marketing to internal materials.
That gave me end-to-end ownership of how the brand looked and held together, day to day.
Land a rebrand, then make it stick everywhere
The company was rebranding. The new identity had to be defined together with marketing and an external agency, then applied consistently across every surface, by a one-person in-house design function.
A rebrand only pays off if it lands everywhere, not just on the logo.
Co-leading the process, owning the rollout
The creative direction of the rebrand was led with an external agency. My role sat in two places that mattered.
- Co-led the rebranding process with the marketing team, through around three months of meetings and feedback with the agency, to agree the new brand structure.
- Owned the rollout end to end, rebuilding the brand across every application: presentation templates, social media, letterheads, and kits.
- Kept it consistent, acting as the single point of stewardship so the new identity stayed coherent everywhere it appeared.
A sharper mark, applied with discipline
The rebrand set a bolder logo and visual language. I translated it into a working system the whole company could use without breaking consistency.
Rolled out across every touchpoint
Once the direction was set, I rebuilt the brand's day-to-day materials on the new identity, so everything the company shipped spoke with one voice, across social channels, matchday graphics, print, and events.
What I took from it
Being the sole steward of a brand taught me that identity lives or dies in the application. A rebrand is only as strong as the discipline behind every template, post, and document that carries it. That mindset, systems over one-off assets, is the same one I bring to design systems today.
The same steward's eye runs through my brand work since, up to growing a full identity system for FanTeam from a bare logo.