Cadence158 - Site Design and Improved UX


BUILT A SPORTS MARKETINGS SITE FOR CADENCE 158

JUNE 2024 - AUGUST 2024

Since I was born, sports has been a mainstay in my life. Whether participating myself or watching the Dodger’s disappoint in another postseason baseball run (ugh), it has always been a dream to merge my love for design with the storytelling of sports. Who knew it would happen like this? Designing web-pages for a sports marketing icon whose client list includes my favorite baseball player of all time (Clayton Kershaw)?

With this project, I worked with Bill Sanders (Founder/CEO of Cadence158), to completely redesign his sports marketing platform in what was an extremely outdated website (I’m talking Florida Marlins-Montreal Expos dated).

As a freelance for hire, I created a streamlined platform for Sander’s to easily reach new, world-class clients so that he can add to his hall-of-fame level class.


PROBLEM

Cadence158, a leading sports marketing brand founded and operated by Bill Sanders, was looking to launch a new online presence come Summer ‘24. The existing site was identified as being difficult to navigate, visually confusing, and extremely outdated. Much of the site was noticeably missing content as well– a huge downside to an already desolate platform.



Designing a digital publication brand



FOCUS

  1. Get the stakeholder (Bill Sanders) to agree on a visual direction for the brand direction
  2. Design and build the initial 6-page website — including creating imagery that Bill agrees on, collaborating on copy, and exporting assets
  3. Make tech + design decisions that lay a solid foundation for future maintenance and growth

PRIORITIZATION

  1. Make the marketing site look credible in a digital world
  2. Make his mission clear
  3. Make it maintainable and easy to update on a month to month basis (Bill’s blog!)

ROLE

Web / Product Designer
Art Direction


    As with most redesign projects, but particularly in this one, the most important design decisions here were about picking what tools to use, creating a stable foundation, and setting organic processes.
    COLORS

    Maybe this was Dodger fan bias on my part, but hey... doesn’t the blue work? The amount of Dodger players on Bill’s clientele list aboslutely played a role in me going in a more cool/blue dircetion with the site identity– sorry Angel fans!
    CMS

    Building on Squarespace (as opposed to Wordpress or something) so we don’t have to rely on additional engineers to build or maintain the site’s blog. Bill expressed a desire for easy maintenance.


    *OLD SITE STILL*
    *OLD SITE STILL*


    SOLUTION

    A publication  website with a organizational blog and easily navigation service system prototyped in Figma and built in Squarespace.



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