Mariya Design StudioSPORTS TIMING SYSTEMS · UK · 2019–ONGOING
Sports technology.
An identity
in motion.
A full rebrand, years of ongoing design and a considered evolution. One identity supporting different sports, technical products and ways of communicating.
Brand identity · Guidelines · Website design · Imagery · Technical communication
2019–ONGOING / EXPLORE THE TIMELINE
Built, used,
then refined.
Sports Timing Systems supplies professional timing and scoring solutions across sporting disciplines.
I began working with Dave in late 2019 on commercial and technical materials. The work expanded into a complete rebrand and website design, then continued through everyday applications, the 2024 brand evolution and deeper sport-specific communication.
Explore the main phases. Select a chapter or let the timeline play.
2019–2020 / Initial rebrand
A new identity for a technical specialist.
The first major phase established the recognizable visual foundation: a refined stopwatch-based logo, a structured dark-blue identity, typography, guidelines and website design.
- Logo + identity
- Brand guidelines
- Website design
- Custom sport visuals
2024 / Brand evolution
The same identity, with more range.
Years of use informed the next phase. Logo configurations, color architecture, desktop and mobile typography, imagery and documentation evolved together.
- Refined logo configurations
- Expanded color + type
- New image family
- Rebuilt brand book
2025–2026 / Sport-specific pages
More depth for each sporting discipline.
The digital work connects each sport with suitable timing systems, components and technical explanations. Dog Agility, Motorsport and Equestrian are examples within the shared framework.
- Discipline landing pages
- Figma website design
- Product information
- Custom technical schematics
THROUGHOUT THE RELATIONSHIP / Ongoing design support
The work between the milestones.
Website graphics, marketing, product communication and technical literature kept the identity in use. This work continues across the relationship alongside the larger branding and digital phases.
- Marketing materials
- Website graphics
- Technical literature
- Product communication
01 / 04 · Initial rebrand
01 / THE 2020 FOUNDATION
An identity for
a technical specialist.
The initial rebrand retained the recognizable stopwatch idea and gave it a more consistent structure: logo configurations, a dark-blue palette, typography and brand guidelines.
Website design and supporting materials brought those decisions into everyday use. Custom sport visuals combined 3D elements, photography and Photoshop compositing.
02 / THE 2024 EVOLUTION
More range.
The same brand.
After several years of use, the identity needed more flexibility for a broader digital presence. I refined the logo configurations, expanded the palette and developed a more detailed desktop and mobile typography system.
The updated brand book brought the visual identity, sport categories, imagery, technical schematics and web applications into one reference.
The existing identity remained the foundation as the expression became brighter and more adaptable.
03 / ART DIRECTION + IMAGE PRODUCTION
A new way to make
the brand move.
The production method evolved too. The 2020 visuals used 3D, photography and Photoshop. For 2024, AI-generated imagery became a starting point for a coordinated family of sport banners, with manual composition, editing and color control.
A shared image direction across sports / Lighting, palette, motion and composition.
04 / TECHNICAL COMMUNICATION
Make the equipment
easier to understand.
The visual identity also has a practical job: explaining which components work together and how a timing setup operates. Technical literature and diagrams give that information a consistent hierarchy.
Technical schematics have remained custom 3D work throughout the relationship, with sport-specific environments that explain the equipment in context. The newer sport banners use the hybrid AI and manual-editing workflow shown above.
05 / WEBSITE DESIGN + ONGOING SUPPORT
A clearer route
through the offer.
The current work goes deeper into individual sporting disciplines, connecting competition context, suitable equipment, system components and technical explanations.
Dog Agility, Motorsport and Equestrian show how the shared visual framework adapts to different timing needs.
Website design and Figma prototypes by Mariya Vasileva. Website implementation by Elizabeth.
Selected desktop designs from Figma. Open a page to explore the full layout.
INTERACTIVE FIGMA PROTOTYPE / 2024
Designed to move.
Built to explore.
A 30-second walkthrough of the original prototype: rotating sport banners, a sliding carousel, draggable products and hover states.
Website design and interactive Figma prototype by Mariya Vasileva.
WHAT THE WORK MADE POSSIBLE
Years of use.
Room to evolve.
The same core identity has supported ongoing marketing, website, product and technical communication since the initial rebrand.
Its 2024 evolution carried that recognition forward while making space for new imagery, more detailed digital pages and changing communication needs.
THE CLIENT’S EXPERIENCE
“Being able to give a brief to Mariya, then sit back and focus on my business is priceless.”
Dave J. · Sports Timing Systems
More work, in context.
View the work ↗
BRAND DESIGN + ONGOING SUPPORT
What’s next
for your brand?
A new identity, a considered evolution or the next application. Let’s start with what you need.
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