Brand identity / Website development / Website design / User experience

BACKGROUND

Badminton Wales is the sport's governing body in Wales. Its goal is to develop badminton as a sport for all and to encourage the best players to progress through the structure at club, county and international level.

The Brief

Badminton Wales wanted to modernise the overall identity of the organisation to reflect its position as the governing body for the sport in Wales and present a modern, dynamic image in line with other governing bodies of high-participant sports. The existing website needed updating, with a particular focus on making it responsive for mobile and tablet devices and improving the user experience for visitors.

SERVING UP AN IMPACTFUL NEW LOGO

To start the process, Badminton Wales wanted a fresh new logo and brand identity that reflected their focus on representing the sport in a modern and dynamic way.

The flat design style updated the brand with a vibrantly geometric stylised shuttlecock icon representing the fast-moving pace of both the sport and the organisation.

GAME, WEBSITE AND MATCH

The new Badminton Wales website needed to serve as a central ‘go-to’ hub for the badminton community in Wales.

This included various target audiences, each of which needed to find information that was relevant to their specific needs, including:

  • New players
  • Existing players
  • Junior players and their parents
  • Disabled players
  • Club members
  • Coaches
  • Schools, colleges and universities
  • Volunteers for umpiring and line judging

PLAYERS OLD AND NEW

The updated navigation makes it easy for existing players to find details of tournaments, coaching, or other related items.

It also ensures that new players can become members and, thanks to a user-friendly, location-based search function, seek out and sign up to their nearest club or activity.

Players who need a bit of help with their game can also use an interactive map to find their nearest badminton coach.

Coaches can also access information about qualifications, courses and programs.

ALWAYS UP TO DATE

The site shows how Badminton Wales is encouraging increased participation by engaging with everyone from elite-level players and grass-roots clubs to the newest junior players.

The news page keeps people up to date with the latest comings and goings in the sport, showcasing their initiatives, events and activities.

Visitors can filter the news into specific categories, including tournaments, development of the sport, the latest senior and junior events and leagues.

EASIER FOR EVERYONE TO USE

The responsive website design of the website means that it looks great on any device, whether it’s being viewed on a smartphone, tablet or desktop device.

Since our content management system is also built using responsive design, the Badminton Wales admin team can also edit the site on any device.

Tools like our image cropper allow staff to quickly and easily update and add new content that looks great on the front-end of the site, helping to maintain its dynamic and up-to-date feel.

CHECK OUT THE WEBSITE

"“Everyone at Badminton Wales loves our modern new brand identity, which recognises both our ‘Welshness’ and the organisation’s place within the sport. The website has been very positively received by both our own team and visitors to the site. In particular, people have commented on its improved navigation and cleaner, more attractive design. Thanks to the team at UpriseVSI, we now have a digital platform that we’re proud of, which allows users to search and access information quickly and easily.”"



Kelly Aston
Head of Operations, Badminton Wales

Feel free to get in touch

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