Sport  |  Design Lab

Sport  |  Design Lab

©2025

Young soccer fan wearing Paris Saint Germain t-shirt

Elevating brands

and their products.

Elevating brands

and their products.

Elevating

brands

and their

products.

My name is Andrew Wood. I am a multi-disciplinary designer and brand builder, engineering brand-powering blueprints and collateral that transform sporting brands and their products.

My name is Andrew Wood. I am a multi-disciplinary designer and brand builder, engineering brand-powering blueprints and collateral that transform sporting brands and their products.

From training days to game days, from backyards to stadiums, from athletes to fans ―

My passion is the art and language of sport, from elite-level to grassroots.

My passion is the art and language of sport, from elite-level to grassroots.

Brands that perform foster trust, project a cohesive and consistent voice and create long-lasting emotional connections ―

I help sports organisations, large and small, build brand strategies that resonate with the right audience the right way.

I help sports organisations, large and small, build brand strategies that resonate with the right audience the right way.

01― Positioning

02― Identity

03― Language

04― Visuals

Motion blur of runner on track.

Design propels success ―

From blueprint to the finished article, bringing brands and their products to life with a suite of creative and practical disciplines.

From blueprint to the finished article, bringing brands and their products to life with a suite of creative and practical disciplines.

05― Sports branding and iconography

06― Product design, graphic design and packaging

07― Photography, image creation and editing

08― Branded slide presentations and data visualisation

09― Website, UI and UX design, e-tail, email and digital marketing

Unlocking the code to captivate and inspire. Brands making their mark in bold and unique ways ―

Unlocking the code to captivate and inspire. Brands making their mark in bold and unique ways ―

Project Highlights

Crafting an authentic identity and a powerful brand narrative takes creativity and partnership. Driven by project goals alone, avoiding the unnecessary, my keep-it-simple, no-ego and collaborative approach focuses on the end user first. Working independently or directing industry-leading pros on only the elements that bring measurable value to the project.

Male ice hockey player adjusts fit of helmet
Ice hockey player in motion on rink

Valor Hockey | Brand + Product Positioning

Hockey disruptor with a big brand mentality and big brand ambitions.

Young male golfer surveys putt on green
Old Tom Morris and Victorian golfers

Crail Golfing Society | Positioning, Identity + Website

Steeped in history, a world-renowned Scottish golf club looks to the future.

Female volleyball player in motion
Young male soccer player ties laces of soccer cleats

Sports Endeavors | Brand Identity + Manual

Building a foundational identity for a global multi-sport online retailer.

Soccer players training

NSIGHT - S3 Global | Brand Platform Development

Launch mode for multi-dimensional camera vision analytics startup.

Project Galleries

Young roller hockey players smiling on sideline.
Soccer player looks out from substitutes bench.
Female volleyball player looks onto court from the sideline.
Man adding weight to bar in gym.
Sports car in high speed motion on race track.

Clients, past and present

Working across a spectrum of sports: football, rugby, hockey, golf, cycling, triathlon, motorsports, mixed martial arts, tennis, padel, running and track and field ―

Delivering results for multi-sport brands, global retailers, elite athletes and grassroots community clubs.

Delivering results for multi-sport brands, global retailers, elite athletes and grassroots community clubs.

  • Valor Hockey

    Puma

    adidas

    Under Armour

    Umbro

    Special Olympics

    BLK

    Xara Soccer

    Official Sports

    Puro Futbol

    Hincapie

    United Futsal

    Varsity

    Moto-X

  • Crail Golfing Society

    Elie Golf

    The Golf House Club

    World Golf Museum

  • S3 Global

  • Private Label Retail | Under License

    FIFA World Cup

    FIFA Women’s World Cup

    UEFA Champions League

    FC Barcelona

    Atletico Madrid

    SL Benfica

    FC Bayern Munich

    Bayer 04 Leverkusen

    Paris Saint-Germain F.C.

    LOSC Lille

    AS Roma

    Arsenal F.C.

    Manchester United

    Tottenham Hotspur

    Liverpool F.C.

    Aston Villa F.C.

    Chelsea F.C.

    Manchester City F.C.

    Newcastle United

    Celtic F.C.

    Norwich City F.C.

    Southampton F.C.

    Swansea F.C.

    Ipswich Town F.C.

  • Sports Endeavors

    soccer.com

    World Soccer Shop

    lacrosse.com

    431 Sports

    World Rugby Shop

  • Private Label Retail | Under License

    South Africa Rugby

    England Rugby

    Australia Rugby

    Fiji Rugby

    USA Rugby

Based in Scotland, working worldwide.

Turning conversations into ideas and ideas into reality ―

Connect and

collaborate