Creative Direction for MASTERY

Creative direction for Mastery (in BETA), an app designed to develop the mental game of athletes. Together with a team of athlete-creatives, we built a visual identity rooted in relentless progress, the joy of the struggle, and the pursuit of mastery both on and off the field. From there, I directed design of a full brand universe — including app copy, ads, and merch — giving Mastery a clear tone of voice and a cohesive presence across all touchpoints.

I also developed the concept of “Win From Within”, defining how athletes can measure, protect, and improve their mental game, and translated this into branded experiences, both physical and digital, that make the mental game tangible, actionable, and inspiring.