Dallas boasts an eighteen-year ranking as one of the top sports cities in the U.S. The Dallas Sports Commission has been behind that success. Their only web property was a small anemic section on the larger Dallas Convention and Visitors Bureau website. As Dallas continues to be a growing sports destination in the international arena, the Commission needed their own property to show rights holders why Dallas is the ultimate city for their events.
We needed to deliver a very dynamic site within a constrained budget. I proposed a pattern-driven UI system which allowed sections to be stacked and repeated with minimal additional frontend coding. This approach eased development efforts and enabled us to deliver a best-in-class dynamic digital property within the project budget.
With the overall experience I wanted the visitor to feel the same level of excitement they'd feel if they were at a sports game. The experience needed to be both fun and memorable. I proposed an action-packed hero reel that would play upon site load. To keep the action going, several moments of delightful animation are hidden within the experience as the visitor browses.
One perception challenge is that sports event planners often don't understand the scale of what Dallas has to offer in terms of sports. We utilized large, bold statistics to show at-a-glance how BIG Dallas Sports really is. The use of large stat numbers also helped to make the page content more scannable at-a-glance.
The color palette in the brand guidelines consisted of light blue, dark blue, and white. The client expected that we would use the provided colors in our design. However, the palette did not convey the necessary sense of big, bold action and excitement. Before the client saw the first design I presented a new color story explaining the expanded palette along with examples and the reasoning behind the decision. We now had a strong and on-brand color palette we could implement into the final designs.