Sports Timing Systems -Evolving the Brand Identity: Case Study

Year: 2020 Initial Rebranding; 2024 Branding Evolution

Introduction

In the competitive landscape of sports technology, Sports Timing Systems (STS) consistently stood out as a leader, providing precise and affordable digital timing and scoring solutions. A significant contribution to this success has been the creative input from Mariya Design Studio, led by branding expert Mariya. Since late 2019, Mariya has played a crucial role in shaping the visual and strategic evolution of STS. This case study explores the brand’s continued transformation in 2024, focusing on key milestones such as updates in color, typography, and graphic style.

Background

Sports Timing Systems, well known for enabling coaches, teams, organizers and service providers to manage their timing and analysis needs reliably and efficiently, completed its first rebranding in 2020, under Mariya’s guidance. Back then, Mariya Design was entrusted with the complete overhaul of company's logo, visual identity and website content. Sport Timing Systems did operate well before that point, but considered the changing market and the need to evolve in order to stay on top of its game. STS did look for improved visual appeal, better user experience and maintained consistency across all platforms. The initial overhaul in 2020 set the stage for an enhanced brand presence in the predominantly online environment. Ever since, Mariya has been the driving force behind the company's branding. By 2024, as the company continued to grow, it sought further brand evolution to maintain its leadership in the dynamic sports technology market.

2020 Brand Redesign

2024 Brand Evolution

The Challenge

The 2024 branding evolution aimed to update STS's visual identity to reflect its growth and innovation over the past four years. The challenge was to refresh the brand while preserving the strong visual and strategic foundations established in 2020. The goal was to ensure that the brand remained contemporary, engaging, and resonant with its diverse audience of sports professionals and stakeholders.

The Approach

Given STS's significant success since the 2020 rebranding, Mariya Design Studio was tasked with refining the brand’s visual identity to align with its current market positioning. The approach was both strategic and creative, focusing on enhancing the brand’s existing strengths while introducing new elements to keep it relevant and competitive.

The Solution

Mariya Design Studio implemented a comprehensive branding strategy that focused on several key areas:

1. Brand Identity Overhaul: 

The STS logo was reimagined to include sleeker lines and a vibrant color palette, preserving the essence of the original design while capturing the spirit of innovation and precision that STS is known for.

2. Color Palette and Typography: 

A dynamic color palette was introduced, combining base colors like White and Black with accents such as Dark Blue and Dark Orange. The Poppins font family was chosen for its modern, readable aesthetic, enhancing both visual appeal and usability.

3. Visual Style

The updated visual style strikes a balance between novelty and functionality, featuring:

• Superior imagery: High-quality images showcasing the precision and reliability of STS’s timing systems in action.

• Dynamic visuals: Visual elements depicting stopwatches, sports events and athletes in motion, conveying energy and movement.

• Consistency: Ensuring a cohesive and recognizable identity across all materials and platforms.

4. Website Redesign 

The STS website underwent a full transformation to enhance user experience and better showcase the company’s products and services. The redesign emphasized intuitive navigation, engaging visuals and clear calls-to-action, resulting in a more effective and user-friendly interface.

• Figma prototype video:

5. Marketing and Technical Materials 

Mariya ensured consistency across all marketing and technical materials, including brochures, product guides and promotional content. Her attention to detail and creative flair produced high-quality assets that resonate with STS’s target audience.

The Result

The brand evolution project, completed by Mariya Design Studio, delivered outstanding results for Sports Timing Systems. The refreshed branding and website design not only enhanced STS’s professional image but also positioned the company for continued growth and success. The cohesive visual identity strengthened STS’s brand recognition, making it more appealing and accessible to its diverse audience.

David, the company’s owner, expressed his immense satisfaction with Mariya's work:

“Mariya’s stunning ability to bring to life what I have in my head but unable to ever articulate is just amazing! Mariya has been managing all of my branding, website graphics, and general marketing and technical literature since 2019 and to an exceptionally high standard. So it was a no-brainer and a pleasure to invite Mariya to completely overhaul my branding, logo, and website content for a second time. Being able to give a brief to Mariya, then sit back and focus on my business is priceless, and I have to attribute some of the company's success and regular compliments on how professional and effective our website is, to Mariya.”

★★★★★ - David

Conclusion

This case study underscores the importance of strategic branding in driving business success. Mariya Design Studio’s expertise in both the initial rebranding and the 2024 evolution of Sports Timing Systems demonstrates how thoughtful design and presentation can make a significant impact. The updated branding has not only solidified STS’s position as a leader in sports technology but also set the stage for future growth.

If you’re looking to evolve your brand and make a lasting impact in your industry, contact Mariya Design Studio today. Whether you need a full rebranding, a website redesign or strategic brand consultation, we’re here to help you achieve your goals.

Contact us now for a free branding consultation and discover how we can take your brand to the next level.