Client: Sport England
Sport England asked us to rebrand and build a new website for Club Matters, its National Lottery-funded support programme for volunteers and professionals in community sport and physical activity. Research showed the name was putting people off, because many community groups don't see themselves as a "club". The new name, Buddle (a blend of "buddy" and "huddle"), opens the programme up to anyone organising sport and physical activity, whatever their group is called. Read more about the project here.
Involvement: Lead UI Designer & Brand Designer
Once Josh's logo and colour palette were approved, I developed the wider Buddle brand. I explored three art directions for the website's look and feel, shown below, then refined the chosen route through several rounds of iteration. From there, I created the brand assets, including a custom iconography set and a simple, flexible illustration style.
I designed the website solo, covering the UI, interactions and a reusable component library. Sport England has strict accessibility standards, so the site had to meet WCAG AA, a big push at the time for SE. That requirement shaped every decision, from colour contrast and type sizing to interaction patterns. The result is a site that is fully accessible and easy to navigate, while still feeling bold, fun and unmistakably Buddle.
🔗 Link to live site: Here
