Context
Hill Country Indoor had grown into a large, multi-offering sports and fitness facility. But for many first-time visitors, the website didn’t reflect the physical experience at all. People struggled to understand what the facility looked like, how it was laid out, and what actually lived inside the building.
The site technically worked, but it wasn’t doing the most important job a website should do: orient people before they arrived. It wasn’t setting expectations, building confidence, or helping visitors quickly understand if HCI was the right fit for them.
As the lead designer, this became my task. Redefine the website as a digital front door. One that mirrors the in-person experience, clarifies complexity, and supports membership growth without overwhelming users.
Creating The Site
The goal was to design and launch an entirely new website for Hill Country Indoor in under three months. This meant rethinking the site from the ground up while the business continued operating, with no pause in memberships, classes, or programs.
I led the strategy, design, and build of the website end to end. The work included restructuring the information architecture, redefining key user flows, establishing a scalable design system, and translating a complex physical facility into a clear digital experience.
Every decision was made to balance speed with longevity. The site needed to launch quickly, but it also had to scale with future programs, content, and growth without requiring another rebuild.
New Brand System
The existing identity lacked the flexibility needed to support a growing digital and physical presence. I developed a new brand system anchored by a custom lettermark to improve legibility and versatility, while refining the primary logo to maintain familiarity. The result balances continuity with a system built to scale across platforms.
