The World Masters Games are the equivalent to the Olympic games for athletes and sport lovers. The Auckland Council planned a 3 years campaign and ask us to promote the event, create a community around it, and engage athletes to participate and fans to support. We came with a taylor made solution to aquire and retain traffic (CRM+CMS), as well as driving athletes to conversion.
Based on 485 Design identity work, we brought the branding into the digital space using bold colors, playing with fonts (brandongrotesk), and supporting UX with a clean and colorcoded UI. We launched 3 different version of the website, one each year focusing on a specific goal.
This goal was a different user journey each year. From building a community to drive to conversion, we changed the layout and hierarchy based on analytics and panel studies.