With the arrival of Focus Flex (Hudl’s first portable camera) and upgrades to our stats software Assist, we were poised to finally start servicing two new sports; softball and baseball. This meant reintroductions were in order; to re-engage this audience, we launched the Hudl Sees Softball and Hudl Sees Baseball campaigns in 2024.

As the lead designer, I was in charge of creating a wordmark and brand identity for the campaign to be used by associate and intern designers. I focused on two elements with design; recognition and integration. The name and messaging strategy of the campaign wanted to create positive associations with Hudl and softball/baseball, and I used an abstracted version of the Hudl logo throughout the campaign to build visual recognition with our logo and these sports. I also modified existing brand elements to mirror classic iconography of both sports (such as the baseball diamond) - making it feel like these sports fit in with the rest of our focus areas.

When word came from our product team that our Focus Flex camera was ready to relaunch to the general public, our team worked fast to spin up The Flex Effect - a campaign showing how Flex can effect your program.

In less than 24 hours, I spun up a logo and some preliminary graphics for our associate and intern designers to use throughout the campaign.

If you donated at least 20$ to the campaign, you automatically earned a retro-fied Hudl tshirt. This was the primary focus of our merch design.

In just 17 days, we smashed almost every goal we set out to accomplish. 402 Hudlies participated in the campaign (32% of our workforce). We hit our first goal before the campaign was over, set a stretch goal of 60K from Hudlies that would be matched for a total of 120K, and then crushed our stretch goal for a total of $73.5K raised by employees, and over $130K donated to United Way.

Our team won the Largest Workplace Campaign Percentage Increase for companies with 250+ employees award from United Way Lincoln.

For Hudl, one of the most important parts of our athletic department packages is continuing to add new value to existing customers for their packages. We want customers to feel like we’re investing in them, and we want them to feel included in the process as we improve our existing products, and look to create new ones. To help build some of this trust and communication, we launched What’s New, What’s Next - a webpage with quarterly updates for customers to get the latest news on launches and upcoming product releases.

I helped with initial strategizing on the campaign, set the campaign brand, lead the majority of design, and art directed some social and email collateral made by our design intern Sydney Urban.

LANDING PAGE

The highest priority for the campaign was on webpage design. Our lead marketing manager Kelsey wanted something unlike other Hudl webpages, and something that would make customers feel appreciated and as if they’re being involved in exclusive news.

In addition to make something unique, I focused my attention on making the page easy to update for all teams involved - it was highly likely this project would touch multiple team members, so I wanted something clear and straightforward to update without taking too much time.

I created a wireframe (example above) and worked with our web design and content teams to refine the content featured, and ideally made the content as eye-catching and web-friendly as possible.

You can check out the full webpage here.

To promote the campaign, we leaned into existing customer channels via email and social, and targeted sections towards specific audience segments, depending on what content felt most applicable to them.

The landing page also served as a way to push other products to existing / potential customers. The page updates began coinciding with important product launches, such as the announcement of our fan experience updates, and our softball and baseball beta programs.

Below you can find a mix of email and social made by myself, as well as Sydney Urban.

In 2022, I was tapped by our elite division’s marketing director to create a brand for an upcoming content series, The Team Behind The Team. The series focuses on the role of data and video in Analysis and Scouting in the coaching and recruitment process, and the importance of the practitioner and their role, told from the perspective of the Coach/Manager, backed up with insights from senior staff.

To show this, I created a look and feel that relied on building visual layers, often times layering photos of the team of athletes in the background underneath photos of the coaches - literally, the team behind the team. Since this series would be primarily video content, I focused on creating graphics for intro animations, transition sequences, lower thirds, etc - in addition to a word mark for the series. This content was just initial brand setting, as the series is still in development.