Overview & Goals
Problem. The previous ISCA website used an inconsistent color palette, was tricky to navigate, and hard to update. Core services and offerings—meets, workshops, memberships, and coaching resources—weren’t surfaced clearly on the landing page, so visitors had to hunt for what they needed.
Goal. Create a service- and customer-driven home page that supports the swim-coach
community: consistent branding (ISCA Blue #2E3191 + Yellow #FBCD0D), clearer
information architecture, prominent service cards and events, and simpler paths to register, subscribe, and
engage. The design also prioritizes maintainability with reusable components so content updates are fast and
consistent.
Brand System
We established a brand-wide type and color system for clarity and cohesion. We chose the sans serif Hanken Grotesk and leaned into ISCA Blue with Yellow accents for emphasis and CTAs. These choices informed the UI components and refreshed logo usage.
Typography
High-contrast usage of Hanken Grotesk delivers clarity and confidence across headings, nav, and CTAs.
Logos
Refreshed marks and usage rules ensure consistent legibility across light/dark and small sizes.
Navigation
Header
Core resources are grouped into clear clusters. Contrasting brand color states emphasize selections and improve first-click discoverability for new visitors.
Footer
The footer extends the header’s structure and surfaces a clear communication channel and ISCA’s primary offerings for dependable wayfinding.
Information Architecture
Clustered nav items mirror mental models for Coaches, Parents, and Swimmers to reduce search time.
Advertising Events
Landing
A dynamic carousel showcases upcoming events using AI-generated backgrounds paired with pre-existing event logos—an immediate branded focal point for visitors.
Testimonials
A simple, linear layout for testimonials increases credibility and reduces cognitive load for scanning.
Registration Flows
Condensed steps and clearer copy reduce drop-off for meet signups and workshops.
Events Bar
Bright, contrasting tiles with subtle shadows encourage interaction. A hover-zoom affordance previews details without a click.
What Was Learned
Consistency compounds trust. A tight palette (ISCA Blue + Yellow) across components and states made the experience feel intentional and professional.
Lead with services. Putting meets, workshops, and memberships up front reduced hunting and created clearer user paths for the coach community.
Navigation clarity beats cleverness. Grouping links by real visitor mental models (Coaches, Parents, Swimmers) sped up first-click success and lowered bounce.
Design for updates. A component-based layout with reusable blocks (carousels, tiles, cards) helped non-technical updates stay consistent over time.
Socials & Subscriptions
Newsletter Pop-up
A lightweight modal focuses attention on joining the newsletter without obstructing browsing for long.
Email & YouTube
One-click subscription paths lower friction and increase repeat engagement across channels.
Services
Prominent service cards with hover zoom help coaches quickly find relevant offerings.
Instagram Feed
A live feed provides social proof and current activity; tiles link directly to Instagram.
Membership
A concise value summary with a real photo and clear CTA increases conversion to join.