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Case study
Featsclub X Nonlinear
From Fragmented Flows to a Unified Brand Experience
Context
Featsclub is a digital platform that empowers students and academy members to showcase and validate their non-academic achievements, spanning sports, performing arts, volunteering, and leadership. Initially launched as ESPAR, the platform struggled with disjointed user experiences, a dated visual identity, and limited brand recall among its key audiences.
With plans to launch in the U.S. and scale globally, the team needed a strategic partner to rethink both their product experience and brand story from the ground up. That’s when they partnered with Nonlinear.
How Nonlinear Added Value
Nonlinear led a multi-layered transformation - combining strategic clarity, thoughtful design, and hands-on execution across identity, UX, and market readiness.
The engagement began with a Brand Identity Discovery & Design process involving deep stakeholder interviews, competitive mapping, and positioning workshops. This led to the birth of the new name: Featsclub - a bold, emotionally resonant brand that celebrates the many “feats” of young achievers. A cohesive visual system followed, built to scale across app icons, certificates, decks, and digital assets.
Simultaneously, Nonlinear overhauled the platform’s Product Design & UX. Over 30 core workflows - including onboarding, profile setup, skill tracking, event creation, endorsement flows, and organizational tools - were redesigned with an emphasis on intuitive navigation, modular components, and real-world usability. Usability testing was embedded into each sprint, ensuring design decisions were grounded in user feedback.
To prepare for public release, Nonlinear drove Go-to-Market Enablement. This included crafting app store assets with copy and visuals, developing a launch-ready website with clear CTAs, scripting marketing messages, and refining institutional pitch decks. A major UI/UX iteration was executed based on insights from 10+ early testers. While broader IP registration faced internal constraints, Nonlinear successfully guided the team in filing for Design IP, protecting key interface and visual elements.