OG1The professional identity platform for sports.

• Client: OG1
• Started: 2024
• Debut: Showcased at the AFCA Convention, 2024
• Platforms: Web and mobile
• Our role: Product, brand, marketing website
• Audience: Coaches, sports professionals, athletic directors, general managers and hiring teams

Sports careers move fast: assistants change programs, coordinators get promoted, and whole staffs turn over in one offseason. Each move wipes out the bio, photo and career context that lived on the old athletic department’s site.

Identity is owned by the employer. Staff directories belong to the institution. When a coach leaves, the page is deleted or goes stale, and years of career context go with it.

Endorsements have nowhere to live. They are hard to get and hard to show. They end up scattered across social posts and text threads, and sports directories don’t display them at all.

Hiring teams only see the record. General managers, athletic directors and head coaches can look up a team’s win-loss record in seconds. What they can’t easily find is what peers and athletes say about the coach behind it. Without that qualitative data, good coaches on struggling teams are hard to find.

Most professional networks ask people to sign up and build a profile from nothing. We flipped that: OG1 assembled public professional records for more than 100,000 coaches and sports professionals first, so the first thing a coach sees is their own career already taking shape.

That made claiming the main activation moment. Finding your own name creates the curiosity, and claiming it turns a public record into something you control. The product, brand and website are all built around one sequence:

1. Search: look up your name, sport, school or role.
2. Find: discover that a record already exists for you.
3. Claim: confirm it’s you and take control of it.
4. Prove: complete it and add endorsements from people who know your work.
5. Keep: carry the same profile to every role, team and level.

The campaign line sums it up: “Over 100,000 records. Find yours, claim it, keep it.”

OG1 launched in 2024 as a profile and grew into a full platform. Each release gave professionals another reason to come back:

• Profiles with a career record, personal statement and a URL the professional keeps
• Search and claim, so anyone can find their existing record and take control of it
• A content feed for professional posts, lessons and insights
• AI-assisted tools
• Pro analytics, showing who viewed your profile and when
• Paid premium subscriptions
• Organizations, added in 2026 for more than 1,400 athletic departments

The profile replaces the staff bio, the PDF resume and the “send me your background” email. It reads at a glance and still holds up to a serious evaluation. It brings together identity (role and sport tags, current program, a permanent handle), narrative (personal statement and coaching philosophy), proof (career history, achievements, media and endorsements) and network (follow, connect and message).

A title says what someone’s job was. It can’t say whether they developed players, built trust in a locker room or raised the standard of a staff. Endorsements do, and they give sports hiring a source of qualitative data it has never had in one place.

• Video first: athletes and colleagues record short video endorsements. Hearing a player talk about a coach carries more weight than a written quote.
• Owner approved: every endorsement lands in a review queue, and the coach decides what appears publicly.
• Featured: a few featured endorsements lead the profile, with the full wall one tap away.
• Easy to ask: one “Request endorsement” button sends the ask to the people who know your work.

In 2026 OG1 added more than 1,400 athletic departments, offering far more than a standard staff directory: an entire network. Each department page links to every staff member’s full profile, organized by sport and department, with leadership, posts, followers and analytics on staff profile views and who’s viewing.

The department runs its current roster. Each person owns their own profile, so leaving a roster never erases a career.

Profiles stay free so every professional can claim their record. OG1 Pro adds unlimited endorsements, analytics on who viewed your profile, unlimited media uploads and clean PDF export. Departments get the organization layer. Together they give OG1 two revenue lines built on one identity.

The OG1 identity is built to read like a scoreboard. It takes its cues from stadium signage and jersey numerals, with a wordmark drawn in the clipped corners of athletic block type.

• Color: Ink (#151515), Signal Red (#D70004), Field Grey (#E7E6E4) and white. Red is reserved for the claim action, verified marks and live numbers, so it always means “act here.”
• Type: Teko Bold for uppercase headlines, Inter Display for the interface and body copy.
• Voice: short, direct lines built around ownership and proof, such as “Teams change. Your identity shouldn’t.” and “Your career. On the record.”
• Campaign: the “Claim It” campaign, with social ads including “Built for the people who coach,” “Vouched for by your peers,” “Seen by the right people” and “Your program. One roster.”
• Ad system: a kit of real product fragments (notifications, stat cards, connection requests, organization invites) that the marketing team uses to build new ads quickly.

The marketing site, og1.app, asks one question: is your record already here? It tells the story in a few scroll-driven chapters, and every page leads back to search.

• Find your record: a slide-in search available from any page. A short consent step comes first, since records are built from public information. Results ask “Is one of these you?” and show a Claim button on every unclaimed record.
• Two audiences: separate paths for sports professionals and for athletic departments, with an FAQ written for athletic directors.
• Scroll storytelling: pinned steps, an image that expands to full screen, and a full-screen count of 100,000+ records.
• Self-serve editing: a content editor so the OG1 team can update copy, stats and logos without a developer.

OG1 created a new category: the first claimable record of the people who work in sports, and a new source of qualitative data for sports hiring.

• Identity that travels. A coach who changes programs keeps their profile, endorsements and URL.
• Qualitative data for hiring. GMs, ADs and head coaches can see what peers and athletes say about a coach, alongside the team’s record.
• A business model. Free profiles drive claims. Pro subscriptions and department pages turn that reach into revenue.
• One system across touchpoints. The same brand, type and components run through the app, the ads and the website.

We built the product, designed the brand and crafted the marketing website.

• Product strategy and UX: profiles, search and claim, endorsements, organizations
• Product design and build: web and mobile
• Brand identity: wordmark, color, type and voice
• Campaign: “Claim It” lines and the ad system
• Marketing website: og1.app and its content editor