PlayAI is a tech start-up creating and managing authentic digital representations of athletes as augmented avatars. Their proprietary technology captures appearance, voice, and mannerisms, translating into multiple languages to extend sportspeople’s global reach while reducing the need for constant media appearances.

The brief was to develop a bold new brand identity in just two weeks, ahead of PlayAI’s high-stakes pitch to athletes, unions, and investors — including an NBA Players Association meeting in Chicago with LeBron James and Steph Curry. The identity needed to position PlayAI as a credible technology leader and help define this emerging category.