I worked with Ed McCaffrey, former NFL player and Super Bowl champion, to redesign and expand his brand, McCaffrey Brands, along with its silo brands. In addition to leading the full brand refresh, I designed the McCaffrey Brands logo, which is a visual representation of forward energy and growth. It subtly unifies the identities of the other brands: the peaks of Rocky Mountain Mustard, the lightning bolt from Protein Bites, and the letter M serve as foundational elements that converge into one cohesive mark.

Originally hosted on a single site, the new structure established dedicated platforms for each brand, including McCaffrey Protein, McCaffrey Rocky Mountain, SportsEddy, and Ed McCaffrey’s personal site. This allowed each to develop a distinct identity with independent infrastructure.

The original sites were outdated and lacked cohesion, so I rebuilt them from the ground up with responsive design, improved UX/UI, mobile optimization, and full eCommerce functionality. For McCaffrey Brands, I emphasized family values and legacy while helping launch Protein Bites with packaging mockups and banner graphics. I also illustrated a playful cartoon of Ed in a shopping cart for his King Soopers tour, even though it’s no longer in use, it was a highlight of the rollout.

SportsEddy received a complete rebrand, including a new logo inspired by football textures and the tagline “Elevate Your Game.” I gave Ed’s personal site a modern refresh and designed custom jersey mockups representing each NFL team he played for, celebrating his career with a visual narrative.