Context
Hill Country Indoor had evolved into a large, premium sports and fitness facility, but its digital presence did not reflect the experience members received in person. The website lacked clarity, and the visual identity was inconsistent across platforms, weakening trust despite premium pricing.
My role was to rebuild and launch a new website in January and establish a cohesive brand and design system that could scale. The objective was to create a clear digital front door that communicated the facility, reinforced trust, and aligned the brand experience across web, mobile, and physical touchpoints. This launch helped drive HCI's largest monthly member signup total in company history.
My Role
Lead Digital Designer owning strategy, IA, design system, and website delivery from concept to launch.
My Role
Lead Digital Designer owning strategy, IA, design system, and website delivery from concept to launch.
Scope
End-to-end redesign of HCI’s marketing site, including navigation, mobile UX, and a scalable visual system.
Scope
End-to-end redesign of HCI’s marketing site, including navigation, mobile UX, and a scalable visual system.
Timeline
Shipped in under three months while supporting a live business with active memberships, programs, and classes.
Timeline
Completed in under three months while supporting a large active business with many ongoing memberships, programs, and classes.
Timeline
Shipped in under three months while supporting a live business with active memberships, programs, and classes.
Constraints
No downtime or phased launch. The solution had to be flexible, maintainable, and built to scale.
Constraints
No downtime or phased launch. The solution had to be flexible, maintainable, and built to scale.
Website Strategy and Execution
The objective was to design and launch a new website for Hill Country Indoor in under three months while the business remained fully operational. This required rebuilding the platform from the ground up without disrupting memberships, classes, or day-to-day programs.
I owned the website strategy and execution end to end. This included redefining the information architecture, clarifying key user flows, and translating a large, multi-offering physical facility into a clear and approachable digital experience.
Speed and longevity were balanced throughout the process. The site needed to ship quickly, but it also had to function as a durable foundation, capable of supporting new programs, evolving content, and long-term growth without repeated redesigns.
Brand and Design System
Hill Country Indoor’s existing identity lacked consistency and scalability, particularly across digital platforms. Despite a premium offering, visual inconsistencies weakened brand clarity and recognition.
I developed a cohesive brand and design system that refined the core logo, introduced a flexible lettermark, and established consistent visual rules across platforms. The system aligns the brand with the in-person experience and provides a scalable foundation for future growth.
Conclusion and Impact
This project unified Hill Country Indoor’s digital presence around a clear, scalable system. By rebuilding the website and establishing a cohesive brand and design system, the digital experience now aligns with the premium, in-person offering.
Together, these changes created a clearer digital front door, improved consistency across touchpoints, and established a durable foundation for future growth. The system continues to support new programs, content, and initiatives without requiring repeated redesigns.
