GoalieUp

Designing Canada's largest goalie rental service.

Overview.

GoalieUp connects almost five thousand goalies with thousands more users looking to fill their nets across Canada and the US — think of it as Uber for hockey goalies. We designed GoalieUp's brand and style guide, as well as building native iOS and Android apps, their website, and the underlying system that drives it all.

The GoalieUp app.

At the heart of everything we've built for GoalieUp are the iOS and Android apps that thousands use to book a goalie within minutes. The app allows users to quickly pick the date and time of their game, specify their preferences, and place their bookings all through a simple and intuitive user experience.

Making the complex simple.

How we connect the right people with the right players in real-time to offer targeted results.

When booking, a lot more than the game's location comes into play. A user's experience and game type is matched against goalies' travel distance preferences, their skill level, the games they're willing to play, and other factors to identify a pool of potential goalies to fulfil the request. This happens near-instantly, triggering hundreds of notifications sent out on a per-client basis to eligible players. The result is 99% of requests being satisfied within a matter of minutes — and thousands of satisfied customers.

Tailored to the needs of clients and players alike.

The app’s user interface was carefully designed to cater to the needs of all users. Clients and goalies alike can view their upcoming game details, view the status of their requests, and rate their experience after each game.

A unified experience between the app and the web.

While the apps are the way most people book and manage their games, users can access and do everything available on their phones on the web as well. Book a game on your laptop at home and then follow along on your phone — everything remains synced in real-time.

Powerful and flexible administrative tools.

We make it easy for GoalieUp to assign local administrators, publish news, and create regional landing pages, pricing, and promos.

GoalieUp operates across multiple cities across North America; it's therefore critical for their day-to-day operations and future growth that they tailor administrative, messaging, and other concerns at the local level while maintaining a comprehensive view of their business.

Custom-built administrative tools allow GoalieUp to easily define independent geographic operational regions, and assign siloed administrative control to better tailor their service offering at the local level. GoalieUp can thus quickly and cost-effectively expand into new cities, with their back-office allowing them to create unique landing pages online on a per-case basis, each with their own local administrative staff, messaging, promos and pricing.

A digital-first approach to branding.

As a fundamentally digital company, we designed GoalieUp's branding, visual system, and style guide with digital applications at the forefront of our thinking. A modern approach — all while respecting the principals and best practices behind any successful branding exercise.

The GoalieUp logo.

The logo is designed for primary use in digital settings such as online or in the app. Custom letterforms were designed to ensure pixel-perfect alignment, ensuring crisp and consistent rendering across a range of applications and sizes.

The GoalieUp app icon.

Like the logo, the app icon was designed for simplicity and clarity. Designed to be distinctive, it avoids the common hockey and goalie themed symbols that make competing services get lost in the crowd, easily spotted on a home screen.

A comprehensive visual system.

We performed a full branding exercise for GoalieUp, which included the design of collateral such as business cards, posters, and other marketing materials. We created style guidelines to inform this process internally, and to provide GoalieUp with a reference document to be shared with third parties in order to ensure a consistent expression of their brand across all mediums.