The information was there. The path to it wasn't.

They had content. They didn't have a path.

Kings Hammer FC runs youth soccer programs across Tennessee, Ohio, Kentucky, and beyond. Multi-club. Multi-hub. One national brand trying to hold all of it together.

Parents looking for tryout information bounced between pages and found nothing. The site had no clear hierarchy. National content sat next to local content. Program details mixed with club details. The information existed. The path didn't.

The people running the clubs couldn't find their way around their own organization's website.

Two months of discovery. Interviews with coaches, directors, and parents - the same answer kept coming back. Parents needed to know where they were, where to go, and how to register. We built a path that let them do that.

A parent shouldn't have to decode the club structure and player pathways just to find a tryout page.

Before concepts, we locked one thing: cutout images. Every competitor shows their players on a field and it all blends together. Cutouts gave the site a different kind of presence. Both concepts carried that. Dark and dramatic - players carved out of shadow, the brand leaning into intensity. Light and energetic - diagonal slashes, open backgrounds, more approachable. Same foundation. Different feeling.

Concept 1

Concept 2

Concept 2, the light version, won. Designing the pathway section took more rounds. A parent arrives knowing one thing: their kid wants to play soccer. Juniors, Academy, Elite - the names don't explain themselves. Different ages, different commitment levels, different costs. Four approaches before we landed on one that made the right program for your kid feel clear without a guide.

I led design from discovery through launch. Contributed to the stakeholder interviews - then owned competitive analysis, site audits, wireframes, design concepts through multiple rounds, and design QA.