Background
For many student-athletes, talent alone is not enough to open doors.
Beyond the Season was founded to support at-risk student-athletes who have the talent to succeed but lack the guidance, exposure, and support needed to reach the next level. The organization focuses on helping athletes navigate academics, recruiting, and personal development, connecting them to scholarships and opportunities that might otherwise remain out of reach.
Because the work sits at the intersection of athletics, education, and equity, Beyond the Season must speak to multiple audiences at once: the athletes themselves, as well as schools, coaches, donors, and partners who help fund and sustain the work. As the organization grew, its early branding and website no longer reflected the seriousness of the mission or the role it plays in closing opportunity gaps. They came to us to replace that initial starting point with a more intentional brand and digital presence built to last.
Challenge
Create a credible, youth-forward brand that balances athletic energy with trust and professionalism.
Solution
A clear brand identity and an easy-to-manage Squarespace website built for independence and growth.
Results
A cohesive foundation that supports visibility, consistency, and long-term ownership.
Challenge
Create a credible, youth-forward brand that balances athletic energy with trust and professionalism.
Solution
A clear brand identity and an easy-to-manage Squarespace website built for independence and growth.
Results
A cohesive foundation that supports visibility, consistency, and long-term ownership.
The Objective
Build a brand that young athletes can connect with and organizations can trust
The objective was to create an identity and website that felt confident, modern, and motivating for teens, while projecting professionalism for schools, partners, and donors. The system needed to work across digital platforms, merchandise, and communications, and be simple enough for the internal team to manage without ongoing support.
Design Solution
A flexible system built for confidence and ownership
We worked with the Beyond the Season team to establish the visual direction and overall look and feel before developing the brand identity and Squarespace website. A clean, monogram-based logo system was created to support recognition, merchandise use, and flexibility, paired with a restrained visual language that balances athletic energy with credibility. The website was structured for ease of use, allowing the team to update content and grow the organization over time while maintaining a consistent and professional brand experience.
A brand built to support young athletes beyond the game.
Color palette & Typography
Navy
Light Blue
Mid Blue
Orange
Gray
Montserrat Bold
Montserrat Regular
Challenges & Accommodations
Appealing to athletes while earning institutional confidence
Beyond the Season needed to resonate with high school athletes in a way that felt motivating and authentic, while also communicating rigor and reliability to schools, funders, and partners. The challenge was building a system that could operate comfortably across both audiences without feeling misaligned in either context.
Outcomes
A durable foundation for growth
The final brand identity and website give Beyond the Season a clear, confident presence aligned with its mission. The system supports athlete-facing engagement, institutional communication, and merchandise use, while giving the internal team the tools to manage and evolve the brand independently. The result is a strong starting point for an organization focused on long-term impact.
