In 2017, I was the senior designer responsible for updating the Bridge Kids website for Chelsea FC. The old site, whilst popular, had remained unchanged for a number of years and needed to be made responsive.
During our research, we decided to encourage engagement for logged in members by creating a layer of gamification. We also wanted to encourage new sign-ups by making some of the content only accessible to Bridge Kids members. Working with a UX designer a site plan and detailed wireframes were made.
Before designing the website, I had the chance to update the branding. I created a variety of logos which were narrowed down and presented to the client. I also worked on a series of icons to be used throughout the site.
The players are role models and ambassadors for the club. By joining Bridge Kids, junior supporters appear alongside their heroes in the player selection navigation bar, which features prominently at the top of the site. A dedicated profile page displays illustrated stats, user generated content, personalised details and bookmarked content.
The signup process needed to be smooth and secure. I worked closely with an editor to create a conversational style signup which guided the user through the various steps needed to become a Bridge Kids member.
During match day, the website displays the score in the navigation bar. Users can also go to the match centre page to follow along with the game. Using data from an opta feed, combined with a series of illustrations, the game is brought to life for junior fans.
I commissioned Christian Zebitz to update Stamford and Bridget; the two mascots that represent Chelsea FC. I wrote a detailed brief outlining all the illustrations needed. As well as character illustrations with a variety of different expressions, I commissioned a selection of background and spot illustrations.
Our mission was to give the club the opportunity to build a strong relationship with junior fans both within the UK, and internationally, creating “fans for life” at an early age. The Bridge Kids website became the heart of the Chelsea FC junior fan offering, providing a platform for news, games, competitions, and community generated-content. Registration was our key mechanic for data capture with engagement boosted through rich content including games and videos, which appealed to the young audience.
The website provides young fans a unique opportunity to engage with the club. Video features provide an intuitive way for them to learn from the experts and improve their game.
head of brand, Chelsea FC
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