A complete content overhaul and top-to-bottom web design for the The Women’s Sports Foundation, a non-profit founded by Billie Jean King dedicated to improving the lives of girls and women through sports and physical activity.
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One of the main objectives of the site design: appeal to high school and college age women without alienating the core audience of academics and industry pros.
High-level site pages function as topic-specific portals — strategic use of color, text, photos, and videos draw the user into the content.
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As part of the overall creative strategy, we helped the Foundation balance their rich historical material, community outreach and research with new content that would appeal to beginner athletes and young women.
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A series of six web videos helped kick-off the launch of the new site in conjunction with the Foundation’s celebration of the 40th anniversary of Title IX. The videos were featured on key pages throughout, and as sharable assets on social media channels.
Color effects, pacing and music helped to set different tones for each message — even though our limited supply of footage meant a lot of duplication of clips across the series.
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As the Creative Lead on the project, I lead the design team from the initial pitch through the UX, design and development process through to QA and launch.
My role: Creative Lead
Client: Women’s Sports Foundation
Agency: The Barbarian Group
