golf association of philadelphia - web design, app design

agency

defy

role

brand design, website design, user experience design

building a brighter, more modern a digital brand system

the golf association of philadelphia came to defy to build out their digital identity. armed with only a logo and a bare bones style guide, it was a large task to modernize it. as the lead designer on the project, i was tasked with developing the brand identity, doing an audit of the website and mobile app, then redesigning both.

there were two major goals for the projects stemming from the stigma that golf is for old, white men. the first was to overall brighten and modernize the brand. the second was to more prominently weave in the offerings for both women and youth golfers. the updated identity pulled inspiration from the argyle and striping patterns golf is known for and integrated it together with it with a brighter, fresher color palette to complement the more muted green and gold colors that came with the brand.

while the initial portion of the project was developing out an identity that would modernize their look and serve them across digital applications, the largest part of the project was designing the competition section of the site to display large amounts of data. taking up-to-date information for the tournaments, years of historical data for player scouting, course information and displaying it all in a way that made it more accessible to users.

the competition section included a huge amount of data for the tournament season, up-to-date information for upcoming matches, years of historical data for player scouting, and course information. most of this was buried in tables that made it more difficult to access, especially on mobile. we redesigned these areas, both reorganizing the section to make a more straightforward flow of information from page to page, as well as giving it a face lift to match the new design language and be easier to navigate on mobile.

the app shared many similarities with the competition section of the website, sharing many of the same challenges, and eventually pulling styling from the same design language, but designing the app required a deeper dive into the user experience and more granular wireframing. The app was meant specifically for users to have on-the-go access to tournament info. rather than simply making the information accessible and allowing users to explore, the focus was on streamlining the actions needed to take in specific circumstances such as preparing for a match, or submitting scores.