Overview
The Players Impact (TPI) was set to announce its acquisition by investment firm Simon Sports. Before the big reveal, the investment community for professional athletes wanted a brand refresh and a new website—complete with custom middleware to support a seamless user experience between Wordpress, Stripe, and Hivebrite.
Eager to help TPI highlight its value for current and future members, we got to work.
A new era in TPI history demanded a new brand story—a refinement of the company’s mission, vision, and values that would guide our work on the website.
After a thorough review of TPI’s existing brand materials, we conducted a brand storytelling workshop to gain insight into the company’s target audiences. We also conducted a competitive analysis to review how other organizations in the investment space were telling their brand stories, looking for opportunities to make TPI’s online presence unique.
Armed with a deeper understanding of the landscape, we began to design a standout user experience.
Iterating through rounds of moodboards, information architecture approaches, and web page designs, we guided TPI to a visual identity that conveyed strength, trustworthiness, opportunity, and community.
Building on a visual motif of abstracted root systems, we aimed to communicate one of TPI’s central brand promises to website visitors—namely, that TPI membership connects athletes with an exciting, growing network of peers, investors, and mentors.
Now, it was time to build.
Designs in hand, our development team got to work constructing a smooth, compelling website experience.
On the backend, we crafted a user interface that would allow TPI admins to quickly sort through and classify applicants based on their stage in the buyer’s journey. Integrating our custom-built middleware with Stripe and Hivebrite APIs and webhooks, we built the system to update automatically based on applicant behaviors.
On the frontend, we built out a beautiful website grounded in the updated brand, incorporating scrolling animations to draw the visitor’s eye. We also created a user flow that allows website visitors to apply for membership, pay their dues, and sign a user agreement in a few simple steps.
Since launch, the website has been well-received by stakeholders. The new website and user flow have streamlined the applicant intake process, allowing TPI admins to spend less time answering emails and more time doing what they love—securing opportunities for their valued athlete members.
