BAREFOOT PLAYER

/ brand identity / merch design / digital presence /

THE PROJECT

Barefoot Player is a soccer coaching platform and content library focused on fitness, mindset, lifestyle, and skill development. Founded by former professional player and coach Ashleigh Shim, the project required a visual identity that reflects both athletic performance and personal growth.

THE DESIGN CHALLENGE & SOLUTION

The design direction was built around the idea of “barefoot” as a symbol of authenticity, rawness, and a natural way of being. This concept informed the entire visual system—expressed through an earthy color palette, paired with dynamic, rustic, and intentionally imperfect patterns and illustrations that capture movement, energy, and progression.

The logo was designed as a metaphor for the game itself, representing team play, diversity, and the coexistence of different skills and personalities within one system. While grounded in a raw and natural aesthetic, the identity maintains a playful and approachable tone, ensuring relevance for the brand’s young audience of children and teenagers.

THE CREDITS
Client: Barefoot Player
Designer: Anamarija Leljak