xG is a fast-growing football analytics sports-tech and a leading provider of football data intelligence to football clubs worldwide. In association with football, expected goals (xG) is a performance metric used to evaluate football teams and player performance. It can represent the probability of a scoring opportunity that may result in a goal. The company hired me because they knew of my versatility and vast experience in several disciplines. This flexibility allowed me to work for a long time for xG.
A robust and modern brand for a forward-thinking, innovative company
I was responsible for redesigning the company's brand specializing in data intelligence for professional soccer clubs.
I was responsible for redesigning the company’s brand. For this, I based myself on the concept of data (graphs) and growth, besides using the company name more robustly and dynamically. The original company logo was a kind of soccer team crest, which is obviously a mistake since the company is not a soccer club but a technology company. Besides the corporate identity redesign, I also created several graphic materials used by different departments and was responsible for developing the company’s website.
Project Outcome
Key points
I was responsible for redesigning the brand of the sports-tech soccer data analytics company that provides strategic analytics to soccer clubs worldwide. The original company logo was a kind of soccer team crest, which is obviously a mistake since the company is not a soccer club but a technology company. After this job came several others, and I ended up working for xG for a long time. Besides the brand, I also developed an identity manual, the company website, and a series of designs for pieces used by various departments.
What I learned
xG is a startup with huge ambitions operating in a billion-dollar industry, proposing to change how clubs, coaches, and managers make decisions. To do this, they use things like data analytics and machine learning to generate valuable reports. The company hired me because they knew my flexibility and experience could be used in several tasks. I was happy to use my multidisciplinary skills to help such a promising company. The challenge of creating a brand for a technology company in sports was exciting indeed!
I'm always looking for new challenges, projects and creative partnerships. Shall we talk?
Feel free to contact me. I love coffee and good conversations!
© 2024 Huoston Rodrigues – Art Direction, Interaction Design, Motion Design, and 3D
