Client: The AIQ (Athletic Intelligence Quotient) - the leader in sports intelligence testing since 1998 (NFL, NBA, MLB, NHL, NCAA, UEFA, and Olympic athletes).

Source of discomfort: Younger brands with a fresh perspective on sports intelligence were gaining traction.

Therapeutic remedy: A look into the company’s strategic positioning led to a full brand refresh.

  • “The little red sofa is an essential service to any company trying to craft its relationships with its customers.

    The little red sofa helped us formulate a vision, craft a message, and identify a blueprint to move forward. 

    The little red sofa provided AIQ with much-needed comfort. They accelerated our growth exponentially and the ROI was a 10x multiplier. To say “I am a huge fan” is an understatement. The little red sofa was a North Star when we were sailing in shark-infested waters. I would highly recommend the little red sofa.”

    — Scott Goldman, Ph.D. - Owner & Performance Psychologist, AIQ 

Playbook Sport Intelligence Brand Design
Playbook Sport Intelligence Logo Brand Design
Logo Design Sport
Logo Design Sport
Various designs of the "AIQ" logo with "ESTD. 1998" are shown in "Flat," "Sign," and "Depth" styles. Grid lines illustrate logo placement on an app icon. The logo is displayed on a smartphone screen corner.
Color and Brand Elements for a Sport Intelligence Brand
Screenshot 2023-04-30 at 12.50.01 PM.png
Open Sans font sample displaying alphabets and numbers on a black background.
Close-up of iPhone screen with app icons including "AIQ," Calendar, Photos, Maps, and Clock, displaying time as 11:52.
Blue and white tennis court lines forming geometric shapes on a sports field surface.
Mobile app interface designs on black background, showcasing AI sports analytics features such as reaction time, spatial awareness, and mental health insights.
Athletic website design with images of a sprinter on a track, football player in helmet, and abstract graphics with text promoting reaction time and game awareness.
Screenshot 2023-04-24 at 5.24.14 PM.png
Graphic design featuring a smartphone displaying an Instagram post of an athlete in a starting position, flanked by promotional images for 'AIQ' with text 'Discover the AIQ' and 'Get Started.'
Laptop screen displaying a collage celebrating sports achievements with text "Over 20 years, 13 championships in the making." Features 5 NCAA, 4 Super Bowls, 3 World Series, 1 NBA Championship. Includes photos of athletes celebrating, holding trophies, and a championship ring.
AIQ Report 2025 cover with abstract design and athlete silhouette.
Open booklet with charts and text, featuring a detailed score breakdown and analysis.
Two tablets displaying a detailed performance report for a quarterback in the National Football League, covering attributes like visual spatial processing, reaction time, and decision-making, with scores and graphics indicating strengths and areas for improvement.
Brochure Design for a Sport Intelligence Brand
Lanyard Design For a Sport Intelligence Brand
Two lanyards with attached badges, each displaying a QR code. The badges are dark-colored with text indicating '2023' and 'aiq.team'. One has orange accents, the other blue.
Smartwatch with a blue strap and black screen displaying time "21:37" and logo on blue background.
Blue and black hoodie with an orange zipper, featuring a logo with a triangular design and the text 'ESTD. 1998.'
Playbook Branding for a Sport Intelligence Brand
"AIQ" logo in blue with "ESTD. 1998" text beneath.
Text "Discover pattern recognition" in blue.