Freegame

FreeGame is a player-run athlete representation agency founded by current and former professional basketball players. The goal was to create an identity that felt owned by the athletes themselves — direct, personal, and grounded in lived experience rather than traditional agency polish.

I co-led the creative direction and design of a visual identity system built around authorship and participation. The system combines bold, straightforward typography with tactile, imperfect elements, including hand-generated textures and personalized athlete signature, to emphasize individuality and ownership within a shared framework.