Case study · No. 06
A craft school. The craft is keeping goal.
MJA Elite arrived already specialised — a Melbourne goalkeeper academy run by a single coach with a club pedigree and a partnership with Infiniti Gloves. The product was correct. The brand was a generic football-club lockup that could have belonged to any one of three hundred academies in the country.
The commission was to give MJA Elite the brand of a craft school, not a club — the way a violin teacher or a craft-knife maker presents themselves. Three tiers, three age brackets, one discipline. Specialism made visible.
01 — Identity. A single wordmark, set in a quiet humanist sans, paired with a drawn net-mesh device. Two colours: deep field-green and chalk. The hype words — elite, unlock, champion — were removed everywhere except the program names where they were earned.
02 — Programs. Three age-tiered programs renamed for progression rather than marketing: Future Elite (7–12), Emerging Elite (12–14), Established Elite (15–18). Each program page reads like a syllabus, not a sales page. Pricing held visible, in dollars.
03 — Site. Five pages. A single editorial photograph at golden hour for each program. A booking flow that reads like an enrolment, not a checkout. Parent-friendly without being saccharine.
Enrolments shifted from price-led parent enquiries to specialism-led ones — parents who'd looked at three academies and wanted the goalkeeper-only one. The first holiday intensive booked out on the strength of the site alone.
The first 30 days are still being measured. We'll publish the numbers when they're real.
"We stopped being one of three hundred academies. We became the one parents called by name."— MJA Elite founder
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