In the Fall of 2022, we worked with Athletics out of New York City to refresh the Trace brand that set the foundation for the Trace platform reaching 10 million views of soccer highlights in the month of October.
Trace is a platform that automatically films, edits, and delivers highlights of game day footage – for families, coaches, and teams. It works by recording every angle of a game and delivering a playlist to each player, featuring their highlights. The camera, equipped with computer vision, tracks players on the field, allowing A.I. to identify key highlights — goals, great passes, tough steals — and serve them up in short, shareable clips.
In collaboration with Athletics, an identity was developed that captured the human heart of A.I. technology with a simplified wordmark, broadened color palette, and an accessible design system.
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Once the identity was established we took the activation work in-house. This included a full launch campaign to announce the rebrand with social, email, blog, ads, web assets, and most importantly, swag.
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