I bet you didn’t know rugby is the fifth largest global team sport. Over 120 million people watched the Rugby World Cup Final in 2015. It is the fastest growing youth sport in the U.S., yet no professional league existed in North America. Tasked with creating PRO Rugby’s website and entire social presence before the start of their inaugural season, the team at HYFN delved straight into design. With the logo already defined, we traveled to all five training camps to shoot iconic player and team photography and get a feel for the league. We built a narrative and look around the players we met and one that would feel relevant to worldwide rugby fans. We wanted to hone in on the unique qualities of the sport and concluded that rugby is a game of big athletes, continuous action, and hitting. A lot of hitting. It requires tenacity and versatility, insane athleticism and endurance. This informed our design and visually meant adding texture and grittiness. With every post, image, and video, we wanted fans to agree: this is PRO Rugby. Once the season started, fans were hungry for results, and the website’s core layout gives them what they want with a hierarchy of evolving weekly content, such as match schedules and box scores. This adaptability allows for updates to come through quickly and frequently.