SportsEngine HQ
SportsEngine HQ is a complete sports relationship management technology solution that combines our suite of products into positive sports life experiences by strengthening the connections between people and their organizations.
My role on this redesign project was to help the team build foundations in brand identity, along with communicating and enforcing visual and behavioral consistency within our design system.
Roles: Creative Direction, UX/UI Design, Design Systems, Web Design
In collaboration with Designers Matt Steil, Robin Marquardt; Operations: Greta Vann; Copywriter: Zak Schneider; SportsEngine Front End Development team
Challenges
A common pattern we continued to see in the CRM space is that software can seem overwhelming. How do we balance the complex, robust nature of all the things HQ has to offer while also telling the story of how much our products can make their lives easier and create positive sports life experiences.
Visual Identity
Our goals were to improve the user experience by creating multiple research-driven entry points, tell a more approachable story, and create a consistent brand identity and visual style.
My role was to work with our junior designer, copywriter, and project managers to define the creative strategy by building a foundation of guidelines, versioning, and visual system to ensure we’re always thinking about the right questions each time we create visual assets.
Our products strengthen the connection between people and organizations, and our creative should do the same. I focused our attention on three guiding principles.
People (Our customers)
Technology (Our product)
Emotion (voice)
