05 · Brand, Interaction & Responsive Identity Design
Footi.
Football data made fast, visual and full of identity.
Footi was an internal Little Thunder project designed by myself and developed by Tim Potter. Born out of Tim’s obsession with football and a shared frustration with outdated football statistics platforms, the project set out to rethink how live football data could feel online.
Most existing stats websites relied heavily on dense tables, generic layouts and flat presentation. We wanted to create something faster, cleaner and far more visual. A platform that captured some of the pace, identity and emotion of football itself.
Large Product Screens
Designed for scanning, comparison and speed.
The larger interface views gave match data, player profiles, fixtures and league tables room to breathe while keeping the visual system bold, rhythmic and easy to read at a glance.
Designing Football Data For Humans
Not spreadsheet-like.
Footi was built as a high-performance static site powered by the Sportmonks API, allowing live fixtures, tables, player data and match statistics to update dynamically while maintaining exceptional speed.
Rather than treating statistics as passive information, the interface focused on immediacy, scanability and a stronger connection between clubs, colours and live match moments.
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Oversized scorelines
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Colour-led team identity
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Rapid visual scanning
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Simplified navigation
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Digestible stat visualisation
Reimagining Club Identity Systems
Crests that adapt to the screen.
A major focus of the project centred around redesigning Premier League club crests specifically for digital environments, where traditional badges often lose legibility at smaller sizes.
Each identity was redrawn using simplified geometric forms, reduced visual noise and stronger silhouette recognition while preserving the recognisable DNA of each club.
Simplified marks for compact mobile display
More detailed versions for larger interface areas
Scalable identity behaviour across responsive layouts
Small Tablet Screens
The same system, tuned for tighter spaces.
The crest redesign process became one of the defining visual elements of the project, creating a progressive identity system where branding adapted intelligently depending on available screen space.
Building A More Visual Match Experience
Large score blocks, colour systems and instant hierarchy.
The interface design focused heavily on rhythm, hierarchy and visual clarity. Large score blocks, club colour systems and simplified layouts helped users absorb information almost instantly across both desktop and mobile experiences.
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Visual match cards
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Simplified formation layouts
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Colour-coded data systems
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Graphical shot maps
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Live score interfaces
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Dynamic stat visualisation
Beyond The Product
The identity moved beyond the screen.
Footi-branded kits were produced for a charity football match organised through Tim’s local church. Unfortunately Tim's team lost lol.
Collaboration
Designed by Gabriel Muldoon. Built by Tim Potter.
The project combined branding, responsive identity systems, UI design, interaction design and frontend development into a single collaborative product built around a shared love of football.
The result was a live football experience built around responsive branding systems, real-time data and highly visual interaction design.