PRO Rugby

Studio

HYFN

Type

Site Design • Social

Client/Partner

Professional Rugby Organization

Role

Art Director • UX/UI

Communicator Award

Overview

Launching the digital identity of a brand-new professional sports league

Before PRO Rugby's inaugural season, the league needed a digital presence that could introduce fans to a completely new organization while supporting the fast-paced demands of a live sports season. From the website to social media, the goal was to establish a cohesive brand experience that could evolve alongside the league and keep fans connected throughout the season.

My Role

Building a digital foundation for an emerging league

I collaborated with the rest of the HYFN team to design PRO Rugby's website and establish its digital presence ahead of launch. Traveling to all five training camps, we captured original photography and gained firsthand insight into the teams, players, and culture of the league, helping shape an authentic visual identity that carried across the website and social channels.

As the season unfolded, the experience evolved to prioritize the information fans cared about most, including schedules, scores, standings, and weekly content that could be updated quickly throughout the season.

Design Approach

Capturing the intensity of rugby through design

Professional rugby is defined by relentless action, physicality, and grit. Those qualities became the foundation of the visual language, influencing everything from typography and texture to photography, motion, and content presentation. The result was a digital experience that celebrated the energy of the sport while remaining clear, adaptable, and easy for fans to navigate as the season progressed.