CoachFives — Player Feedback App & Brand Experience

CoachFives is a simple, smart feedback platform that empowers youth football coaches to give more meaningful, impactful feedback — boosting player confidence, skill progression, and team connection. Designed to support human-centric coaching at the grassroots level, CoachFives brings clarity and purpose to how coaches observe, record and communicate player progress.

Find out more about CoachFives and how to become a tester or app user:
 

Project Details

Youth football coaches have plenty on their plate. Personalised player feedback — the kind that genuinely builds skill, confidence and connection — often falls by the wayside because of limited time, tools or frameworks. CoachFives changes that. Unlike other platforms focused on scheduling, team admin, or analytics, CoachFives is built expressly to support growth-focused coach-player conversations by making feedback simple, structured and impact-driven. CoachFives

We partnered with the CoachFives team to shape their brand identity, app experience and website presence, ensuring the platform communicates its mission clearly while delighting both amateur and experienced coaches.

Brand Creation & Logo Design

At the heart of CoachFives is a belief that great coaching starts with connection. We developed a visual identity that reflects this ethos — bold yet approachable, energetic yet grounded in sport psychology and development principles.

• Logo Concept: A modern mark that suggests progression and positivity. The five-point motif alludes to the “five” concept in player feedback — celebrating effort and progress — while forming a dynamic emblem that works across digital and print.

• Colour Palette: A palette chosen to evoke trust, clarity, energy and encouragement – key emotional drivers in youth coaching environments.

• Typography & Visual Language: Clean, accessible fonts with forms that support clear hierarchy, easy readability and strong directionality. Icons and brand elements reflect movement and growth.

The result is a confident, human-centred brand that speaks directly to CoachFives’ mission: helping coaches become Super-Coaches through structured, positive feedback.

App Experience & UX/UI Design

CoachFives isn’t just another coaching tool — it’s a feedback engine.

Understanding that coaches juggle numerous responsibilities, the app was designed to be intuitive and efficient:

• Onboarding & Team Setup: Coaches can get teams registered and ready in minutes. Players and assistant coaches can be added quickly, keeping the focus on action rather than admin.

• Skill Framework: A core part of the experience is the skill ladder — coaches can observe, visualise, and record progression from foundational to advanced levels.

• Observation & Feedback Workflow: From capturing focused observations to running meaningful conversations, the workflow guides coaches seamlessly from data capture to impactful dialogue with players.

• Responsive and Accessible: Built with accessibility and performance in mind, the interface supports use on matchdays, training sessions, and beyond. 

Across every screen and interaction, coaching support and player growth are at the centre — encouraging depth over schedule, meaning over metrics.

Website Build & Digital Presence

The CoachFives website had to clearly articulate why this platform matters — not just what it does. We approached the site build with three key priorities:

1. Clear Positioning: CoachFives is neither a general team admin tool nor a performance tracker — it’s a feedback app with heart. Messaging and layout reflect that distinction.

2. Mission-Led Storytelling: The homepage and internal pages explain the value of positive, structured feedback, support club and coach needs, and provide clear pathways to sign up or learn more.

3. Seamless UX: From desktop to mobile, the experience is intuitive — coaches can explore the core features, understand the app’s principles, and quickly take action.

The design balances energy with clarity — bold sectioning, strong calls-to-action and easily digestible content ensure visitors leave with a strong understanding of the platform’s purpose.