Tournify
about the project
Team sports is all about experience and spirit, and these elements come together fully in a tournament. Competition, prestige and performance build to an exciting climax. Tournify set out to champion tournament and league organisers in creating unforgettable events that inspire, unite and elevate players around the world. Its aim was to become the go-to platform for every tournament and league worldwide, offering a full-service solution for inspiration, organisation and communication.
client
Tournify
services
Brand Strategy Brand Positioning Art Direction Brand Identity Brand Voice & Messaging Digital Strategy User Experience Design Web Design Web Development
year
2025
Industry
Sports
strategy
Inconsistency was the biggest bottleneck. Tournify needed a redesign of its app, which lacked clear navigation and mainly showcased football. Meeting its goals required more than an app revamp: it meant starting at the beginning and realigning the brand. Branding was inconsistent across platforms and channels, so updating the visual and verbal identity was as important as the digital refresh. Although some brand elements were to be retained, the project began with a deep dive into the brand’s motivation, values and target audience, through workshop sessions and extensive market research. A UX workshop then drilled down into the objectives for the app. Community was top of mind, with accessibility and ease of use for everyone as a priority. Customisability mattered too, so organisers could set up scheduling, registrations and scorekeeping according to their own preferences. A sitemap was created and all current flows were mapped to determine what was missing and what needed updating, before the exploration phase began with sketches of possible flows and screens.
Concept
Connection through sport. The brand concept is Connecting, a natural evolution of Tournify’s existing identity that captures the community spirit behind the app and its mostly volunteer user base. At its heart is a triangle symbolizing the connection between three pillars: the teams and the matches they play, the organizers who manage the games, and the fans who support them. Each point plays a balanced role in the platform’s success. That triangle is the basis of the new logo. Each pillar becomes a unique shape, placed within a triangular grid that emphasizes unity and balance. Together, the shapes create a clockwise rotation that conveys movement and energy, reinforced in the animated version. The visual language draws on the bold colours and geometric shapes of team sports. Electric Blue brings freshness and attention, while Arctic Lime adds the high-energy spirit of players, organizers and fans, balanced by a contrasting neutral palette. Colour and shape also drive the iconography and patterns, with application icons such as arrows and menu elements keeping the interface cohesive and user-friendly. A photographic approach shows the action on the field as well as the dedication of organizers and fans, and Sohne Breit, with its wide letterforms and nod to Helvetica, adds strength and a trustworthy feel. In the app, the same concept translates into accessibility, ease of use and customization. The primary screens (Map Overview, Home, Hub and Schedule) apply the brand system directly, with a participant-focused Hub and flexible widgets that organizers can adapt to their tournament.
the result
From brand identity to digital touchpoints. A cohesive brand now runs across every channel: logo, colour, typography, iconography, patterns and a photographic style that shows the action on the field as well as the dedication of organisers and fans. The website applies that identity throughout, with a dedicated page for each feature, a landing page built around organisers’ questions, an interactive slideshow of layout options, user testimonials, and a “tournaments row” showing events from Netball in the UK to Archery in Malaysia. A detailed pricing page with FAQs makes each package clear. In the app, the primary screens (Map Overview, Home, Hub and Schedule) bring the new direction to life. The Hub lets participants see their next match and how other teams are performing, a Find Tournaments feature helps them search nearby, and customisable widgets let organisers adapt each tournament to their needs. Direction and style were defined in close collaboration with the Tournify team, laying the foundations for them to build new screens themselves.
