Beyond (LAMF Sports)
Los Angeles
Brand
Disrupting Athlete Representation: Building a Brand for Empowerment and Influence
Traditional sports agencies often focus solely on contracts and deals, overlooking an athlete’s potential to build their personal brand. Beyond Athlete Management sought to disrupt this model by creating a platform that allowed athletes to leverage their influence in industries like entertainment, media, and more. The challenge was to develop a brand that reflected empowerment, grit, and long-term athlete growth.
2022
Challenge
Beyond Athlete Management (now LAMF Sports) sought to revolutionize athlete representation by empowering clients to build personal brands that extend far beyond their athletic careers. As Design Director, I collaborated with the founding team to create a brand identity that spoke to the athlete’s autonomy, their untapped potential, and their ability to influence beyond sports.
Approach
Working closely with Daniel Poneman, I led the development of a bold brand identity. We sought to create a brand that positioned athletes as partners in their journey of self-empowerment. The design aesthetic fused raw energy with sophistication, empowering athletes to take control of their narrative both on and off the field. This identity was applied across digital platforms and recruitment processes to ensure consistency.
Execution
The brand identity came to life through bold visuals and a distinctive voice. The design was minimal, modern, and gritty, reflecting the balance of empowerment and individuality we wanted to convey. Each athlete’s personal brand was developed to showcase their unique strengths and potential. In my role as Design Director, I personally led the creation of nearly 50 athlete brands, including NFL stars and NBA talents.
Results
The Beyond brand resonated immediately with athletes and partners, successfully positioning itself as a disruptive force in the sports agency world. By combining grit, sophistication, and empowerment, the brand attracted and retained top talent while providing athletes with a platform to build their personal brands beyond their sports careers.
