Women’s Sports Foundation

website & video series for a national non-profit

A complete content overhaul and top-to-bottom web design for the The Women’s Sports Foundation, a non-profit founded by Billie Jean King dedicated to improving the lives of girls and women through sports and physical activity.

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One of the main objectives of the site design: appeal to high school and college age women without alienating the core audience of academics and industry pros. High-level site pages function as topic-specific portals — strategic use of color, text, photos, and videos draw the user into the content.

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The site collects hundreds of articles and research papers, plus an ongoing archive of sports photography from events at the high school, college and professional levels.

As part of the overall creative strategy, we helped the Foundation balance their rich historical material, community outreach and research with new content that would appeal to beginner athletes and young women.

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The dynamic Find Your Sport tool was a fun way for users to discover new sports based on their comfort and ability levels.

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Inspirational female pro athletes from a wide range of sports are showcased throughout the site and collected into a single visual index for browsing.

A series of six web videos helped kick-off the launch of the new site in conjunction with the Foundation’s celebration of the 40th anniversary of Title IX. The videos were featured on key pages throughout, and as sharable assets on social media channels.

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As the Foundation is a non-profit on a limited budget, we crafted six videos in a little under a month by re-editing old footage and pre-recorded segments with still photography and graphics.

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Color effects, pacing and music helped to set different tones for each message — even though our limited supply of footage meant a lot of duplication of clips across the series.

As the Creative Lead on the project, I lead the design team from the initial pitch through the UX, design and development process through to QA and launch.

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The flat graphic design approach was inspired by vintage olympic posters and other sports memorabilia. The WSF brand green and blue were extended into a full color scheme using optimistic gold and orange accents.

The multi-column layout was inspired by the proportions of the golden section and made possible by an underlying 24 column grid and strong typographic baselines.

“The kickoff to our [Title IX] celebration was launching our new site… The site brings the voices of our athletes to life.”

Kathryn Olson, CEO of The Women’s Sports Foundation, as told to ESPNW


  • Large-scale dynamic website, built on Sitecore CMS.
  • Scalable creative strategy & content plan.
  • Series of six promotional web videos.

my role

Creative Lead

at the Barbarian Group


Summer 2011


Women’s Sports Foundation