Can you build momentum with design?

How do you design an engaging digital experience for a sports franchise that is months away from taking the field for the very first time? No coaches, no players, no history, no traditions. This was the challenge for me and the team at BlackWing Creative: helping launch Bay FC, a newly minted NWSL franchise.

The team came to us with fresh branding from Goodby, Silverstein & Partners. My job was to leverage these foundational elements into a website design that connected with local soccer fans on an emotional level, building excitement and anticipation before the inaugural match.

As the team itself started to come together, so did the site. I collaborated closely with Bay FC’s internal brand team to keep elements consistent. The page structures, user flows and layouts were all designed with one goal in mind: create momentum and drive ticket sales. Page designs were minimalist and modular, built flexible to adapt as needed and ready to integrate social feeds, news, community events, the latest merch, and of course, tickets. Soon coaches were hired, players drafted and kits revealed! Each milestone adding fuel and bringing on more fans.

By the first match, ticket and merchandise sales had exceeded expectations, and the site became a central hub for women’s soccer fans around the Bay.