Athletics

Trace

Playing better with A.I.

Our Role

Strategy, Art Direction, Brand Identity, Brand Writing, Concept Development, UI / UX Design, Design and Development

The human heart of an A.I. technology

Trace is a platform that automatically films, edits, and delivers highlights of game day footage – for families, coaches, and teams. It works by recording every angle of a game and delivering a playlist to each player, featuring their highlights. Wearable sensors track players on the field, allowing A.I. to identify key highlights — goals, great passes, tough steals — and serve them up in short, shareable clips. A personal profile makes watching, sharing, and training more engaging and efficient — without having to sift through reels and reels of footage.

A lighter touch

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We introduced a friendly lowercase wordmark and simplified the signature 'Tracebot' to its most minimal forms, allowing a more open, approachable visual language to take shape.
The broadened color palette includes a more flexible range of Trace teals and the addition of joyful pop colors.
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The untapped power of shared memories

So many of the tools available to athletes, young and old, position the journey of athletic growth as something that favors fierce competition. Trace’s player journey would be one that celebrates the growth and progress made possible with easily accessible, shareable video that allows us — as players, parents, coaches, and friends — to focus on what matters most. Repositioning the brand to capture this nuance would fill a glaring hole in the market, and tell an emotionally compelling story.

1,600 views per game

Players, coaches, and parent shares. Source: Trace analytics.

Pushing beyond performance

Competing brands told a story of performance, with darker palettes, imperative language systems, sharper edges. We designed Trace to stand in stark contrast – a nurturing, friendly, approachable presence in a landscape of adrenaline-infused brands.

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Celebrating connection & personal progress 

As a studio with a deep experience with – and love of – sport, we put the technology to the test with a local girls’ soccer team. What emerged was a story of the authentic connections people make through sport, with teammates, friends and family. Putting players and people at the center of representation would be key, as would featuring actual player footage across the brand’s digital application. This meant crafting a system that not only could accommodate organic video, but celebrate it as well.

10x increase in highlights watched

In Sept. 2022, compared to Sept. 2020. Source: Trace analytics.

A vibrant future

Trace is poised for growth — not only within its category, but adjacently as well. We designed a digital ecosystem that could expand with their brand and product, and that’s intuitive for their team to augment. Layered with interactive elements, engaging animation, and dynamic video, Traceup.com tells a vibrant story that Trace will own for years to come.

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Athletics really took the time to find out what makes Trace tick, and they created a unique visual language to help us be proud to tell that story.

Ron Kurti. VP of Product. Trace.