Active Court Management, a growing sports platform designed to connect councils, schools, academies and local communities through one cohesive brand and digital ecosystem.
The project spanned brand strategy, identity design, UX strategy and UI direction — creating a scalable platform that balanced community engagement with commercial growth.
ACM needed to evolve from a fragmented sports service offering into a unified brand experience capable of serving both B2B and B2C audiences. The challenge was to create a flexible identity and digital platform that could speak equally to councils, schools and sporting organisations while remaining intuitive and engaging for parents, athletes and community players.
Alongside the rebrand, the business required a streamlined digital experience that combined facility bookings, centre information, merchandise sales and academy engagement into one connected ecosystem.
I led the conceptual development and strategic direction of the ACM masterbrand, redefining its positioning and visual identity to better reflect the organisation’s growth ambitions and community focus.
This included the development of a scalable sub-brand system across ACM Sports, ACM Shop and ACM Academy — creating a clearer brand architecture while ensuring consistency and flexibility across multiple audience touchpoints and business offerings.
A major focus of the project was the UX strategy and UI direction for ACM’s new booking-led website. Through stakeholder workshops, focus groups and user research, I helped identify the needs, behaviours and friction points across different audience groups, translating those insights into a clearer and more intuitive customer journey.
The digital experience was designed to simplify navigation between bookings, venue information, academy programs and e-commerce while maintaining a cohesive visual language across the platform. I directed the UX thinking and UI design approach from early wireframes and information architecture through to final interface design — ensuring the experience balanced usability, accessibility and commercial functionality.
From identity development through to digital execution, I led the overall creative direction to ensure every touchpoint felt connected, modern and community-driven. The visual system was designed to scale across digital, environmental and branded applications while maintaining clarity and recognisability across the wider ACM ecosystem.
I worked closely with internal teams and collaborators throughout the process to align strategy, functionality and creative execution into one cohesive platform experience.
The result was a unified brand and digital platform that repositioned ACM as a more connected, scalable and future-focused organisation. By combining strategic brand thinking with user-centred UX/UI design, the project created a more seamless customer experience while supporting broader business growth across bookings, retail and academy engagement.