Sportsfolio
Full-cycle creative support for sports products
Designing sports products is my speciality. I'm Jovan Lazarevic, a multidisciplinary designer based in Belgrade, Serbia, with 15 years of experience and a genuine passion for the world of sports. My work spans visual identity, advertising, art direction, UX/UI, layout design, and video and animation, giving sports brands a complete creative partner from concept through execution.
I specialise in sports product design, ranging from sports betting platforms and fitness applications to apparel branding, club identities, and recreational experiences, always with a focus on clarity, energy, and user engagement. That same competitive drive and attention to detail carries through every project, shaped by years of hands-on collaboration across the sports industry.
Sports projects overview
- 2010 - MMA & BBJ club Budva - logo and identity design
- 2013 - Eurobasket Slovenia - mobile app design
- 2016 - 365 Scores - Nike and Adidas advertising / app branding
- 2021 - Sportslots - UX/UI and branding for recreational web app
- 2022 - Mogren basketball club - logo and identity design
- 2023 - Massey University - jerseys and apparel designs
- 2024 - Liga L1 - sports betting platform UX/UI and identity
- 2024 - Chalkline Sports - logo designs for over 30 games
- 2025 - Hockey Metriq - hockey analytics and results platform
- 2026 - OFK Petrovac football club logo and brand redesign
LIGA
Sports betting platform
LIGA is a competitive gaming platform where players start each
month with 100 points and participate in daily matches to climb
the leaderboard. The goal is to strategically invest points and
maximize winnings through accurate predictions.
There are four leagues - Diamond, Gold, Silver, and Bronze -
each with different entry costs. Players can only play
once per day, and rankings update based on their performance.
Joker tickets allow users to add multiple matches to increase
potential points. Rebuy options are available until the 20th of
the month.
At the end of each month, the top-ranked players share the prize
pool, with winnings paid in tokens that can be converted to
cash.
The LIGA logo
The LIGA logo features bold, italic typography, emphasizing speed, competition, and precision. Its slanted design enhances dynamic energy, while the “L” doubles as “1,” symbolizing leadership and performance.
This design embodies the platform’s competitive spirit. The sharp, robust letterforms reflect strategy and ambition, reinforcing the drive to rank at the top.
Hockey Metriq
Identity, brand system and website design
HockeyMetriq is a hockey analytics platform delivering NHL-grade data, real-time tracking, advanced player ratings, and side-by-side comparison tools built for fans, scouts, coaches, and team front offices. The website presents these dense analytics, from offensive and defensive ratings to time-on-ice and salary cap tracking, in a clear, data-driven interface designed for quick scouting and decision-making.
I designed the identity around a logo that fuses a hockey puck with a pie chart, merging the sport with its analytical core in a single, instantly readable mark. That same data-meets-game sensibility carries through the website, with clean typography, structured layouts, and chart-style visual elements giving the platform a sharp, analytics-first look built for a performance-driven audience.
Massey University
Jerseys and apparel design
Massey University commissioned a full apparel design project for their men’s and women’s basketball and netball teams, aiming to celebrate cultural identity through sport. The project involved creating unique jersey designs that represent both the competitive spirit of the teams and the strong visual heritage of Aotearoa New Zealand.
The design approach focused on integrating traditional Māori ornamentation into a contemporary sportswear aesthetic. Illustrative patterns were carefully adapted to reflect movement, strength and unity, symbolising the values of teamwork and pride. This collaboration resulted in bold, culturally grounded kits that resonate with both athletes and the wider university community.
Sportslots
Identity, brand system and web app design
Sportslots is a digital platform that simplifies planning and
scheduling sports activities. It helps users find indoor and
outdoor courts, connect with other players, and organize matches
effortlessly.
The platform is easy to use: search for courts with open slots
to play with friends or join a group that needs extra players.
This ensures sports enthusiasts can always find opportunities
to play.
Beyond bookings, Sportslots fosters community by helping players
network, form teams, and join local events. It bridges the gap
between casual players and organized games.
Sportslots enhances sports culture by making games more
accessible and engaging. By streamlining logistics, it
encourages people to stay active, improve health, and enjoy the
social side of sports.
The Sportslots logo
The Sportslots logo is a dynamic design that symbolizes movement and sports. It features the letter "S" embedded in an orange circle, representing a ball in play. The "S" divides the circle into two shapes: the right side forms a player in motion, while the left represents a moving ball, capturing energy and action.
This sleek and purposeful design embodies teamwork, dynamism, and the excitement of group sports. It visually reinforces the brand’s identity, making it instantly recognizable and meaningful.
Advertising materials / visual designs
Creative direction 1
Realistic, sports-inspired visuals that capture the essence of teamwork, sportsmanship, and the collective spirit of the game. Engaging call-to-action prompts encourage players to assemble their team or jump into a pre-scheduled match, making every game accessible and exciting.
Creative direction 2
Photo montage featuring iconic sports jerseys, where the names of legendary athletes are replaced with those of recreational players. This creative approach places amateur athletes in the spotlight, letting them experience the thrill of being in the shoes of a sports icon.
Chalkline Sports
Online games logo designs
The Daily Challenge logos feature a 3D, illustrative style inspired by gaming culture, bold, vibrant, and engaging, designed to reflect the excitement of daily sports picks and capture the competitive spirit of Chalkline’s interactive challenges.
The Quick Picks logos emphasize motion, speed, and high energy to match the fast-paced nature of the game. With dynamic shapes and bold design cues, they convey the thrill of quick decision-making in the world of real-time sports betting.
Daily challenge logo family
Quick picks logo family
Ballers
Jersey design serie
Ballers is a basketball apparel brand built around its signature slashes logo, a bold "II" mark echoing the number 11. This jersey proposal set presents eight distinct concepts across home, away, and alternate kits, each exploring the slashes motif through pattern, typography, and tagline placement, from "Ball Don't Lie" to "Just Pure Hustle."
I designed each jersey with a bold, streetwear-inspired energy, blending oversized typography, graphic patterns, and confident use of negative space. Consistent side striping and back tagline placement tie the range together, giving the collection a cohesive, athletic identity across every colorway and concept.
