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( Case study )
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Minisport built something rare: a multi-sport program for children aged 1.5–5, a network of venues across Hong Kong, and a franchise expanding through Asia. Parents loved it. But the brand and digital experience hadn't kept pace with the company behind them.
The visual identity no longer matched the quality of the coaching. The website wasn't converting the traffic it earned. The parent-and-coach app — central to managing classes, progress, and multiple children — was harder to use than it should be. For a business scaling into new markets and selling franchises, an inconsistent brand isn't cosmetic; it's a ceiling on growth.
Minisport's reputation was already earned: <a strong rating from over a thousand parents>. The opportunity wasn't to invent a brand, but to give the existing one a system worthy of it — one coherent identity that travels intact from a Hong Kong gym to a franchise in another country, online and on the field.
A great rebrand here would do three jobs at once: deepen trust with current parents, convert more new ones, and give franchise partners a brand they're proud to fly.
Mara delivered a full redesign across the brand:
Brand Identity — a refreshed, energetic identity that feels playful for kids and credible for parents, built to scale across markets.
App Redesign & UX — rebuilt flows for the parent-and-coach app, including the standout feature: managing multiple children — schedules, progress, and bookings — from one account.
Website Redesign — a strategically restructured site engineered to convert traffic into applications, driving the measurable lift in conversions.
Marketing & Print — redesigned one-pagers, brochures, and even children's uniforms, unifying the brand from screen to field.
Social Templates & Content — a system of templates and graphic posts that keeps every channel on-brand without a designer in the loop.
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One parent account, every child — schedules, progress, and bookings for the whole family in a single, redesigned view.
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Performance and character updates across six sports, designed so parents see growth, not just attendance.
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Streamlined class booking and instant updates, turning admin into a few effortless taps.
We studied the brand's audience and the journey that turns a curious parent into an enrolled family.
Brand audit — mapping where the old identity helped and where it held the business back across web, app, and print.
Conversion analysis — examining where the website lost visitors, informing the structural changes that lifted ad conversions.
App usability review — finding the friction in multi-child management and class booking, the flows parents touch most.
We explored visual directions balancing two truths: the brand has to delight a three-year-old and reassure their parent. We tested energy levels, color, and character until we found a system playful enough for the field and polished enough for a franchise pitch — and flexible enough to stay consistent across every market Minisport enters.
We rebuilt the site around a single question every parent has — "is this right for my child?" — and structured the path from landing to application to answer it fast. The strategic redesign grew organic traffic and lifted conversions from paid campaigns by 36%
Most class apps assume one parent, one child. Minisport families often have several. We redesigned around multi-child management — every schedule, badge, and booking in one place — removing the friction that quietly eroded satisfaction.
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We could use a notification to let users know why Tomo is recording.
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We could use icons to represent moments without visual captures, and pull context from other sources, like LinkedIn headshots for coffee chats.
Following the full rebrand and redesign, Minisport saw customer satisfaction rise by 23% and, thanks to a strategic website redesign, achieved a 36% increase in organic traffic and ad-driven conversions — turning a stronger brand directly into stronger growth. Mara delivered the entire system: brand identity, app and website redesign, admin tools, marketing collateral, uniforms, and social content.
+23% — customer satisfaction +36% — organic traffic & ad conversion growth 6+ deliverables — brand, app, web, print, uniforms, social 1 system — consistent across every venue and franchise
"Mara led a strategic redesign across our entire business - from branding to product and marketing. We're very happy with the results and look forward to continuing our partnership."
