A smarter way to discover talent.
Founded by a team of technology veterans and an MLB All-Star, Rule 42 is an AI-powered scouting platform helping athletes get discovered through deeper insights and analytics beyond the box score. In partnering with Studio Mega to create and launch the Rule 42 brand, we explored how to merge baseball’s technical, analytical side with a moody, textural visual language—one that reflects the grit, discipline, and work required to elevate your game to an elite level.
My role:
Art direction/design,
*copywriting support
All contributors:
Sean Barret, Josh Beyer, Hannah Whelchel-Stephans, Avi Kommel, Taylor-Reid, Kassie Panther,
Al James
We began by weaving stadium lights into our hero logo, exploring how the mark could live within and contrast against our stark, high-contrast photographic style.
Through our photo selects and overall tone, we aimed to capture a range of energy—from aspirational and gritty to confident, dynamic, and fast-paced.
Our typography, color, and layout system was designed to make names and key phrases pop, while seamlessly complementing our dark photographic style.
To introduce Rule 42 to the world, we transformed a Hillsboro Hops home game into the brand's official debut, creating an immersive takeover that reached fans from the moment they arrived through the final inning.
