AI Studio for Sports – Full-house branding

Some of the coolest projects don’t just land in your inbox – you have to go out and make them happen.

That’s exactly what went down with this one. We spotted a co-founder post on Contra from an AI sports-tech startup and decided to reach out before they even knew we existed. Normally, our clients reach out to us first, but this one just clicked instantly.

Think about it: sports is easily one of the most powerful things that brings people together, and AI is the ultimate tool to make content fast and actually accessible. This team is building AI content using licensed rights from elite athletes. That means no massive shoot days, no insane travel budgets – just clean, legally-cleared image rights.

What started as a website project grew into a full-house brand and web package:

Brand identity: extending their existing logo, palette, and typography into a full digital design system – logo lockups (primary, monogram, wordmark) in light/dark, a complete favicon set, and a branded HTML email signature with an animated logo

Social identity: a full Instagram asset kit – highlight covers, story and title card templates, a flexible co-production card for partner logos, and reel cover frames optimized for grid cropping

3D & motion: a high-end animated logo for loading states and interactions, plus environmental renders placing the logo into sport-related digital scenes

Website: a fully custom Framer build, phased – core landing experience and brand positioning first, then a CMS-driven portfolio and press module. Check it out: https://one-of-one-ai.com

Every project has its pivot point. Originally, the client wanted a standard, templated AI-agency site – the kind you’ve seen a hundred times.

But during the process, we decided to scrap that and go the opposite way: ultra-minimal.

In a world drowning in content, nobody wants to read another paragraph about how great a studio is. They just want to see the work. Going this route is always a risk because standard site structures exist for a reason—they work. But you don't get any evolution by just repeating the same formula.

We pushed against convention wherever we could, though it wasn't always a straight line:

The "About" page trade-off: We pitched an artisan-style, highly personal "About" page. We firmly believe that in an AI-dominated landscape, real human stories build the most trust. The client ultimately chose a more functional, capability-focused route. A tiny bummer for us, but client business logic wins, and knowing when to let go of your vision is just part of the job.

The Tech Stack: On the dev side, we built 10 CMS collections with multi-reference fields so their team can easily update case studies on their own. We also started the 3D logo animation in Spline but ended up rebuilding it natively in Framer to keep the stack simple and eliminate points of failure.

The Timeline: Because we pivoted to fully custom development, a 3-week project turned into a two-month build. Honestly, that’s just how it goes. You can't build something non-standard on a standard timeline.

Right now, team is thrilled with the result and busy populating the CMS, and we’re excited to see what’s next for them. We genuinely believe in what they're building.