Situation

Squash Wales was operating with an outdated website, characterized by inconsistent branding, poor navigability, and a confusing structure that frustrated users and poorly represented the national governing body. This was compounded by the need to effectively engage the community during the disruption of the COVID-19 pandemic.

Task

Our team was tasked with executing a comprehensive digital overhaul, including a full brand refresh, establishing a clear Information Architecture, and rebuilding the website to create an intuitive, modern platform that could effectively engage users and serve as a central hub for the sport in Wales.

Action

• Executed a full brand refresh, delivering a new logo, updated color palette, and modern fonts to establish a clear and professional brand identity.
• Redesigned and rebuilt the entire website following a robust strategic process.
• Developed a new Information Architecture (IA) by mapping key user journeys and reorganizing site content to maximize navigability and ease of access to core areas.
• Used a modern, responsive framework to rebuild the site, ensuring high performance and a consistent user experience across all devices.
• Established an ongoing content management and update strategy to maintain site accuracy and relevance post-launch.

Result

The launch of the new platform resulted in a 100% increase (doubling) of website traffic over the 12 months immediately following the launch, demonstrating a significant improvement in user engagement and discoverability. The project successfully modernized the brand’s digital presence, provided the organization with a highly functional communication tool, and established a foundation for continuous engagement with the Welsh squash community.

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