Led the art direction, team management, and brand identity development for the complete redesign of Liverpool F.C.’s official website, with a strong focus on usability, user experience (UX), and content creation. The goal was to modernize the club’s digital presence while improving site structure, visual appeal, and functionality for global fans.
The project began with a full usability study, followed by storyboarding and information architecture planning to ensure intuitive navigation and engagement. The new design integrated iconic imagery from Anfield and the surrounding community, creating an immersive digital environment for Liverpool supporters. Due to limited internet speeds at the time, visuals were meticulously optimized to preserve quality without affecting load times.
Dynamic content was a key component—articles written by Liverpool F.C. personnel were linked through a custom-built database for automated content updates. The layout also included space for sponsorships and advertising banners, enhancing commercial potential. Additionally, a suite of downloadable Flash-based screensavers celebrating club victories was produced to deepen fan engagement beyond the website itself.
While this project predated tools like Google Analytics, performance was assessed through stakeholder feedback and user interaction.
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