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LIV GolfConcept work

Making a new golf league feel premium

An agency pitch concept created to make LIV Golf's digital opportunity feel tangible and demonstrate brand-led visual craft across streaming, teams, profiles, and commerce.

Role
UX & Visual Designer, concept
Year
2022
Platform
iOS, Android, Web streaming
Deliverable
12concept screens shown
Scope
Live + teams + commerceconcept scope

Evidence note: Agency pitch concept; it was not commissioned, shipped, validated or measured.

On this page
Pitch brief

What the concept needed to communicate

The pitch needed to make a brand-new league feel credible and premium before it had any digital heritage. The concept used a broad family of app screens to make the team format and commercial opportunity easy to grasp.

Concept decisions

Decision chapters

The creative prompt was to imagine a new league with a premium digital presence from day one and show how its team format could be made legible across a broad family of app screens.

LIV Golf teams and players explorer showing team identities in a two-column grid.
Explore teamsView full image ↗
LIV Golf live events screen with cards for the Tulsa and Adelaide championships.
Live eventsView full image ↗
Select your favourites onboarding screen with search, team rows and player portraits.
Favourite teamsView full image ↗

To give the pitch depth beyond a single hero screen, the viewing concept keeps video, scores, team context, and the course close together. The shot timeline, leaderboard, and map show how the new format could be expressed visually.

LIV Golf live match screen with video controls and a shot-by-shot timeline for Oliver Bekker.
Shot timelineView full image ↗
LIV Golf course map with highlighted holes and a selected Hole 1 score card.
Course mapView full image ↗
Full LIV Golf match leaderboard combining live video, team points and player pairings.
Team leaderboardView full image ↗

I applied the identity as a concept UI system so every screen in the deck felt premium and related. The same hierarchy carries from an immersive player hero into dense profile and team information.

Oliver Bekker player hero over live golf imagery with rank, follow control and performance statistics.
Player heroView full image ↗
Smash GC team feed with team status, navigation and a grid of social and golf media.
Team feedView full image ↗
Full Oliver Bekker profile with biography, player details, invitational results and team history.
Player profileView full image ↗
Full Smash GC team profile with performance statistics, biography, rankings and LIV Golf history.
Team profileView full image ↗

The visual language was also extended into imagined merchandise and subscription screens. Reusing the same type, palette, and hierarchy made the commercial part of the proposal feel like a natural extension of the wider concept.

LIV Golf shopping cart with merchandise, order total, payment status and purchase history.
Shopping cartView full image ↗
LIV Golf subscription screen with day pass, monthly and annual plan options plus Apple Pay.
SubscriptionView full image ↗
Concept scope

What this concept demonstrates

The pitch produced a cross-platform direction spanning live coverage, teams, player profiles and commerce. My contribution covered UX and visual design across the concept.

Reflection

The new format needed context beside the action

I placed live video, individual scores and team context together to give the unfamiliar competition model an explicit reading order.

Pitch deck · 10 slides

Own the Matchday

A disruptive premium-sport concept pitch for a unified LIV Golf matchday product that makes the team format easy to understand, builds repeat fan habits and opens credible access, commerce and sponsorship revenue moments.

Download editable PowerPoint
10 slides, scroll sideways to read through.
  1. Cover slide with the proposition Own the Matchday beside three LIV Golf mobile screens for player video, vertical stories and the branded app experience.
    01Own the Matchday
  2. Opportunity slide arguing that a new league must create a discover, understand and return habit, illustrated by live events and editorial headlines screens.
    02A New League Cannot Inherit a Fan Habit
  3. Four core fan jobs—orient me fast, give me a side, show what changed and let me act—paired with team, player and personalised feed screens.
    03One Fan. Four Jobs.
  4. Live viewing proposition showing a timeline, match leaderboard and course map as synchronized views of what changed, what it means and where action moves.
    04Make the Shotgun Start Read Like a Story
  5. Team identity proposition showing team discovery, a deep team profile and player roster, organised around signature, squad and season continuity.
    05Teams Are the Memory System
  6. Acid-green personalisation slide explaining how team and player follows create a relevant matchday lens, illustrated with three player profile screens.
    06Personalisation Turns Noise Into Rivalry
  7. Commercial loop slide connecting natural fan actions to access passes, team merchandise and a unified checkout through three product screens.
    07Monetise the Moment Without Breaking It
  8. Illustrative commercial model showing proposed assumptions for direct access revenue, team commerce gross merchandise value and matchday sponsor inventory beside a red player hero screen; explicitly labelled not a forecast.
    08Frequency Makes the Model Work
  9. Proposed three-event pilot with illustrative success gates for clarity, follow behaviour and paid action, supported by team tournament and discovery screens.
    09Launch Three Events. Prove Three Behaviours.
  10. Decision slide asking for a three-event pilot covering a live matchday hub, personalisation, access and commerce, and measurement, with a team feed screen and explicit go decision.
    10The Decision: Own the Matchday

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