LIV Golf

How do you make a brand-new golf league feel credible and premium before it has any heritage?

UX strategy, brand, streaming app screens, and a design system for a disruptive new golf league, making live coverage and an unfamiliar team format instantly legible and premium.

Project frame: LIV Golf: making a brand-new league feel premium from day one

Role: UX & Visual Designer (UX strategy, brand, interaction design, design system)
Year: 2022
Platform: iOS · Android · Web streaming

0→1

brand to product

Carried a brand-new identity into a usable digital product with no existing patterns to inherit.

Legible

new format

Made an unfamiliar team-and-individual format readable to golf fans at a glance.

01 · Context

The problem

A brand-new league launching against decades of tradition has no heritage behind it. The digital product had to feel premium immediately and make an unfamiliar team format instantly legible to fans, all carried by a brand and design system built from scratch.

02 · Evidence

What shaped the direction

Clarity earns credibility

A league with no heritage earns trust through clarity. Fans believe what they can immediately understand.

Premium under constraint

The product had to feel premium and on-brand while staying fast and responsive across every device.

Streaming needs context

Golf fans move between video, scores and replays constantly, so live coverage needed the leaderboard and team race nearby rather than hidden in another view.

03 · Process

How it came together

The brief

LIV Golf arrived as a deliberate disruption: a new team format, a new vibe, and no heritage to lean on. The job was to make it feel premium and credible from day one, and to make a format golf fans had never seen instantly readable inside the app itself.

LIV Golf splash screen with diagonal lime and cyan stripes and the tagline Golf, but louder. — Splash

LIV Golf home feed with story circles, vertical golf videos, a tickets banner and team rankings. — Home feed

LIV Golf headlines and latest replay screen with news rows, highlight cards and an advert banner. — News and replays

Clarity over spectacle

A new league has no history to lean on, so it earns trust by being easy to understand. I led with clarity over spectacle: team identity, roster, tournament history and store content all keep the same hierarchy, so fans never have to relearn the page.

Team bio

Smash GC feed tab with social posts and golf action thumbnails. — Team feed

Smash GC players tab with player portrait cards for Brooks Koepka and Chase Koepka. — Roster

Smash GC tournaments tab with a Mayakoba Championships event card. — Tournaments

Smash GC store tab with sort control, best sellers and merchandise cards. — Store

The brand, built into a system

I translated the new identity into a design system so the product felt premium and consistent everywhere, and could grow season to season without re-deciding the basics.

LIV Golf teams and players screen with a grid of team logos. — Teams grid

Chase Koepka player hero screen over golf video with rank, follow button and player stats. — Player hero

LIV Golf story video screen with Chase Koepka video, like, comment and share counts. — Story video

Select your favourites onboarding screen showing teams search and team rows. — Favourite teams

LIV Golf subscription screen with day pass, monthly and annual plan options. — Subscription

04 · Craft

Decision trail

01Led with clarity over spectacle, because a new league earns trust when fans understand the format and standings without effort.
02Kept live video, individual scores and team standings connected, so the streaming app did not make fans choose between watching and understanding the tournament.
03Translated the brand into a reusable design system so every screen felt premium and consistent, not bespoke.
04Designed responsively first, so the experience held up wherever fans actually watch and check scores.

05 · Impact

Outcome

0→1new league brand

Livestreaming app

Design systembuilt to scale

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