Client: Team Ruud AS
Workplace: Vasser AS
Year: 2022
My role
The developer and I have been responsible for the visual and digital direction, and we have worked with Casper and his team since the start.
My responsibilities:
Visual identity and logo.
Strategic advice on the brand.
Design and structure of the website, with the developer.
UX and UI design, with the developer.
Developing the expression as Casper's career and international results grew.
Approach
We started by defining Casper Ruud's personal and sporting values, and how those could become a graphic identity.
The logo is simple geometry with a distinct strength, an echo of his values and the way he plays. It works on caps and rackets as well as on screen.
At the same time we built a website around structure, usable design, and the things he needed: ownership, simple editing, and a feed of current ATP results.
Design and development stayed close, and the site is still adjusted as things change.
The solution
A visual identity with logo, typography and a colour palette that works in print and on screen.
A responsive website with an ATP feed, a partner section and a news module.
A system Casper and his team can edit.
A design that communicates focus, professionalism and steadiness, without extra noise.
It supports his position as an athlete and as a commercial brand.
Result
Casper has a clear visual profile and a digital platform he owns, independent of third parties.
He controls how he appears to fans, the press and partners.
I am glad to have helped build an identity and a site that can grow with his career, and that give him a steady base on and off the court.
Disciplines
Visual identity and logo design
UX and UI design
Design system
Content structure and digital strategy
Digital products for elite sport
Working with a developer
Responsive design
Long-term brand building
Visual communication
The website, with the identity and the logo: Casper Ruud's website.
Pictures
