Pegula Sports & Entertainment

For Pegula Sports & Entertainment, I led the mobile-first UX and UI design for a web redesign that would highlight both their sports and entertainment properties. Partnering closely with senior marketing stakeholders, we workshopped the site overhaul weekly to ensure the design direction reflected both business goals and brand identity.

While site development was canceled due to leadership changes, as Pegula Sports and Entertainment was dissolved, the team was proud of the results and looked forward to its launch.

Timeline: 4 weeks (2023)
Role: UX + UI Design | Research
Team: 2 Marketing Managers, 1 IT Director, 1 Developer

Sports & Entertainment | Website Redesign

Project Overview

When I joined the team, the website hadn’t been updated in nearly a decade. They wanted a fresh, modern look that could be implemented with minimal development effort to stay within budget. When asked how they felt about the existing site, they described it as “not great”—lacking imagery, personality, and useful information. While they didn’t want a highly image-heavy design, the current version felt bland and muted, failing to reflect the brand’s energy or value.

The rebrand aimed to reposition the site as a recruiting and sponsorship tool, showcasing the organization’s opportunities and partnerships more effectively.

Site Redesign

I collaborated with the marketing team to clarify content goals and define what the new site needed to communicate. We conducted a light competitive review to understand how similar organizations positioned themselves and where this brand could stand out. From there, I proposed a design approach that balanced visual energy, clarity, and ease of implementation, ensuring the project could move quickly while still feeling distinctive.

I designed mobile-first page layouts and interactive prototypes to visualize how content, hierarchy, and imagery could bring the refreshed brand to life. Working closely with the team, we refined the layouts through multiple iterations. We tested different combinations of copy and visual balance until the site felt cohesive, modern, and aligned with their marketing goals.