Creative Direction

Brand identity

A rebrand built around one relationship: fans, clubs, and sponsors pulling in the same direction. I translated that triangle into a clean, accessible identity—and a practical funnel the team could actually use to move forward.

A rebrand built around one relationship: fans, clubs, and sponsors pulling in the same direction. I translated that triangle into a clean, accessible identity—and a practical funnel the team could actually use to move forward.

A rebrand built around one relationship: fans, clubs, and sponsors pulling in the same direction. I translated that triangle into a clean, accessible identity—and a practical funnel the team could actually use to move forward.

Apr 2024

DK

Pecasu rebrand funnel

Pecasu reached out to me with a clear ambition: build a platform that helps clubs raise funds by activating sponsors and engaging fans in a more meaningful way. What I found interesting is the emotional core of the project: the feeling of caring about a club, wanting to help, and often not knowing how.
My role was to support a naming shift toward Share Goals, and to give them a structured path for rebranding—so the product story, the tone of voice, and the visual identity could finally speak the same language.

Pecasu reached out to me with a clear ambition: build a platform that helps clubs raise funds by activating sponsors and engaging fans in a more meaningful way. What I found interesting is the emotional core of the project: the feeling of caring about a club, wanting to help, and often not knowing how.
My role was to support a naming shift toward Share Goals, and to give them a structured path for rebranding—so the product story, the tone of voice, and the visual identity could finally speak the same language.

What I delivered (the “rebrand funnel”)

Instead of jumping straight into visuals, I built a funnel that connects strategy to design. It helped the team answer, in order:

  • what the brand stands for (values and mission),

  • who it speaks to (clubs, sponsors, fans),

  • how it should sound (tone of voice),

  • how it should look (identity system that stays consistent).

The core concept: the triangle

Their platform naturally lives in a three-way relationship: fans ↔ club ↔ sponsors. I used that triangle as the conceptual anchor for the identity.
Visually, the direction was intentionally simple: clean shapes, clarity in hierarchy, and an accessible feel. The keyword for me was easy—easy to understand, easy to apply, easy to maintain.

Visual and communication exploration

To make the rebrand actionable, I created:

  • early visual directions aligned with the new name (Share Goals),

  • a simple identity logic that can work on product UI, pitch decks, and marketing,

  • website mockups to test how the brand behaves in real layouts,

  • initial social style explorations, including collaboration-driven content formats with local sports clubs.

Why this matters

For early-stage brands, the biggest risk is fragmentation: one story on the website, a different tone on social, and visuals that don’t scale. This work was meant to reduce that risk and give them a clean base to grow from.

This project was a compact but meaningful branding exercise: I helped turn a broad idea into a structured rebrand path, with a clearer name, a cleaner identity direction, and a practical funnel the team could keep using. The goal wasn’t to over-design—it was to make the brand easier to understand, easier to trust, and easier to scale.

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