AFLW
A new destination for elite women's football
The AFL was launching the inaugural elite women's football competition. The first time in history that women could play on the main stage. I joined the team to lead the website design over the first three seasons.
Client
Australian Football League (AFL)
Contributions
UX design, UI design
Year
2017-2019
AFLW
A new destination for elite women's football
The AFL was launching the inaugural elite women's football competition. The first time in history that women could play on the main stage. I joined the team to lead the website design over the first three seasons.
Client
Australian Football League (AFL)
Contributions
UX design, UI design
Year
2017-2019
AFLW
A new destination for elite women's football
The AFL was launching the inaugural elite women's football competition. The first time in history that women could play on the main stage. I joined the team to lead the website design over the first three seasons.
Client
Australian Football League (AFL)
Contributions
UX design, UI design
Year
2017-2019
the goal
Creating space for women to shine
To launch the AFL Women's Competition, our goal was to create a separate destination that felt fresh and showcased the athletes through beautiful photography, video, and stories. We aimed to reach a different audience than the traditional men's competition space, focusing on inclusivity and visual appeal.
Hero photography
A grid for hero photography and rapidly changing content
The homepage featured a grid layout filled with large photography to capture the attention of visitors and highlight the dynamic nature of the competition. This design choice aimed to create an immersive and engaging experience for users from the moment they landed on the site.
Match guide
A visual fixture
The match guide was designed to be easy to understand for new audiences, providing all the necessary details for attending a match or watching it on TV. We also chose to include images in the AFLW fixture which is not the case on the traditional mens fixture. This helped to showcase what the game looks like for new audiences.
Match details
Filling stadiums with new fans
In the second season, we enhanced the match details section to make it easier for new fans to find information about attending games. This included details about when to arrive, public transport options, parking, and background information on teams and key players.
Show your support
Growing subscribers through team support
To encourage audience engagement and mailing list sign-ups, we introduced a feature where users could pledge support for their favourite club. This was another opportunity to showcase the incredible photography of players for each team.
Articles & vlogs
Stories of AFLW
We told the stories of the professional players and their journeys to AFLW, the next generation of girls playing community football, and Dads excited to share their passion for footy with daughters.
Season retrospective
Moments of the Season
At the end of each season the best moments captured in photos, illustrations and quotes were displayed in a scrollable collage to honour the players and fans that came together to make history.
the goal
Creating space for women to shine
To launch the AFL Women's Competition, our goal was to create a separate destination that felt fresh and showcased the athletes through beautiful photography, video, and stories. We aimed to reach a different audience than the traditional men's competition space, focusing on inclusivity and visual appeal.
Hero photography
A grid for hero photography and rapidly changing content
The homepage featured a grid layout filled with large photography to capture the attention of visitors and highlight the dynamic nature of the competition. This design choice aimed to create an immersive and engaging experience for users from the moment they landed on the site.
Match guide
A visual fixture
The match guide was designed to be easy to understand for new audiences, providing all the necessary details for attending a match or watching it on TV. We also chose to include images in the AFLW fixture which is not the case on the traditional mens fixture. This helped to showcase what the game looks like for new audiences.
Match details
Filling stadiums with new fans
In the second season, we enhanced the match details section to make it easier for new fans to find information about attending games. This included details about when to arrive, public transport options, parking, and background information on teams and key players.
Show your support
Growing subscribers through team support
To encourage audience engagement and mailing list sign-ups, we introduced a feature where users could pledge support for their favourite club. This was another opportunity to showcase the incredible photography of players for each team.
Articles & vlogs
Stories of AFLW
We told the stories of the professional players and their journeys to AFLW, the next generation of girls playing community football, and Dads excited to share their passion for footy with daughters.
Season retrospective
Moments of the Season
At the end of each season the best moments captured in photos, illustrations and quotes were displayed in a scrollable collage to honour the players and fans that came together to make history.
the goal
Creating space for women to shine
To launch the AFL Women's Competition, our goal was to create a separate destination that felt fresh and showcased the athletes through beautiful photography, video, and stories. We aimed to reach a different audience than the traditional men's competition space, focusing on inclusivity and visual appeal.
Hero photography
A grid for hero photography and rapidly changing content
The homepage featured a grid layout filled with large photography to capture the attention of visitors and highlight the dynamic nature of the competition. This design choice aimed to create an immersive and engaging experience for users from the moment they landed on the site.
Match guide
A visual fixture
The match guide was designed to be easy to understand for new audiences, providing all the necessary details for attending a match or watching it on TV. We also chose to include images in the AFLW fixture which is not the case on the traditional mens fixture. This helped to showcase what the game looks like for new audiences.
Match details
Filling stadiums with new fans
In the second season, we enhanced the match details section to make it easier for new fans to find information about attending games. This included details about when to arrive, public transport options, parking, and background information on teams and key players.
Show your support
Growing subscribers through team support
To encourage audience engagement and mailing list sign-ups, we introduced a feature where users could pledge support for their favourite club. This was another opportunity to showcase the incredible photography of players for each team.
Articles & vlogs
Stories of AFLW
We told the stories of the professional players and their journeys to AFLW, the next generation of girls playing community football, and Dads excited to share their passion for footy with daughters.
Season retrospective
Moments of the Season
At the end of each season the best moments captured in photos, illustrations and quotes were displayed in a scrollable collage to honour the players and fans that came together to make history.
Selected projects
Selected projects
Selected projects
Let's work together.
© Kelly Stubbs 2024