The Challenge
JOGA came to me with an existing brand identity and guidelines that no longer reflected their vision. The typography was outdated and inaccessible, the color palette lacked consistency, and the overall system didn’t scale effectively across modern applications.
The Solution
My work focused on redesigning the brand manual, refining logo applications, curating a more cohesive and versatile color palette, and developing supporting designs that align with JOGA’s ideal positioning as a bold, authentic, and energetic football brand.
My Contributions
Brand Identity Refresh: Refined JOGA’s existing identity to reflect its evolving vision. Updated the brand guidelines to improve clarity, consistency, and modern appeal.
Color & Typography System: Curated a more accessible and scalable color palette, and introduced a typography system optimized for digital and marketing platforms.
Iconography Design: Developed a suite of reusable templates for website banners, social media posts, and email newsletters to streamline content creation and maintain brand consistency.
Design System Implementation: Established repeatable visual styles and modular components in Figma to support scalable content production for future marketing needs.
Born from the rhythm of the streets and the artistry of the game, JOGA is more than a soccer essentials brand — it’s a movement. Inspired by the raw energy of street football and the creative spirit of Joga Bonito, the brand celebrates individuality, passion, and self-expression on and off the pitch.
JOGA stands as a tribute to those who see football as more than a sport — for players who embrace the game as an art form and play with courage, flair, and imagination. Its products are co-designed with professionals and rooted in street culture, blending functionality with personality to inspire a new generation of players.
As JOGA grew and reached new audiences, its visual identity needed to evolve. The original guidelines, while iconic, no longer reflected the bold, rebellious, and dynamic spirit of the brand. The typography lacked accessibility, the color palette felt fragmented, and the system wasn’t designed to scale across modern digital platforms and fast-paced marketing environments.
My role was to refresh and refine JOGA’s visual language while preserving its soul. This involved:
Elevating the identity to make it scalable and versatile across global markets.
Ensuring the brand could communicate its energy and authenticity consistently across physical products, digital platforms, and marketing campaigns.
Building a strong creative foundation that would support JOGA’s growth and inspire future design work.
The result is a cohesive, future-ready system that stays true to JOGA’s DNA while giving the brand the flexibility to keep innovating and telling its story over time.
Digital Content & Scalability
To support JOGA’s fast-paced marketing efforts, I created a robust system of templates and reusable components tailored for digital channels. These assets included:
– Website banners (desktop & mobile)
– Email headers, flows, and newsletter designs
– Social media templates for posts, carousels, and video covers
All assets were built using Figma styles and components, making the content production process modular and scalable. This approach allows the internal team and collaborators to generate new visuals quickly while staying fully aligned with the brand’s tone, aesthetic, and messaging — ensuring consistency without sacrificing creative freedom.
