I can't get enough of...
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- Learning new card games
- Collecting sea glass
- Eating Scones
- Using my Le Pen
Brand identity + Art direction
Right call. Real time.
Refeye is an AI-powered officiating system designed to bring greater accuracy, fairness, and confidence to sports. By combining wearable technology with real-time analysis, the brand helps officials make more informed calls while improving player safety and reducing the pressure of relying on human judgment alone.
A better way to support officials in high pressure moments.
Sports officiating often depends entirely on human judgment, which can lead to missed calls, inconsistency, and limited ability to track player safety in real time. Refeye responds to that gap by introducing a smarter system built to support faster, fairer decision-making.
Human judgment, backed by real time technology.
Refeye bridges the gap between instinct and information by pairing officiating with AI-powered insight. Rather than replacing referees, the system strengthens their role by giving them the tools to make more confident and unbiased calls.
A wearable system built for accuracy, safety, and trust.
The project includes a brand identity, wearable device concept, app interface, and supporting brand system designed to communicate precision, innovation, and trust.
RefEye works across your phone and watch to give referees live match data, AI-backed decision support, and a full record of every game they've officiated
RefEye's "Call It Right" campaign puts the power of AI-backed officiating front and centre — challenging the idea that bad calls are just part of the game.
From rough to refined
Early sketches and product thinking.
More sketches
Laying out the set up
Logo concepts
Prodcut/Field research
Logo development and visual exploration.
Building a cohesive brand experience.