2024
A digital home sparks significant growth for a new Pittsburgh-based Arsenal fan community.
Overview
When Steel City Gooners first launched, they had a passionate group of fans showing up for matchdays—but no online presence to grow their community beyond the core group. As a fellow Arsenal supporter and member of the Steel City Gooners, I set out to create a digital home that captured the energy of our matchday experiences while making it easy for casual fans to discover and connect with the club.
The result was a bold, mobile-friendly website that showcases upcoming matches, recaps memorable moments, and makes it simple for fans to engage with the club. Now, Steel City Gooners have an online hub that reflects their vibrant identity and supports their continued growth in Pittsburgh.
In the months following the launch, the site averaged around 100 views per month and helped attract 50 new members to the club. Matchday attendance also saw steady growth and remained consistent throughout the season.
With the help of this improved digital presence, Steel City Gooners were officially recognized as the 83rd official Arsenal supporters club by Arsenal America.
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Design
Strategy
Brand
Challenge
Project Background: Steel City Gooners, a newly established Arsenal supporters club in Pittsburgh, wanted to build awareness and attract more fans to their matchday events. They needed a website that captured the camaraderie of watch parties and communicated their identity to a broader football-loving audience.
The Problem: Without a website, the club relied on word-of-mouth and social media for outreach, which limited their reach. They needed a professional, easy-to-navigate site that could grow with the club and serve as a central hub for fans.
Goals and Objectives:
Create a visually engaging website that reflects the energy of matchday.
Make event information easy to find and accessible on mobile devices.
Develop a simple, low-maintenance platform for club leaders to manage.
Build an online store to sell club merchandise.
Process and Insight
As a lifelong Arsenal fan, I understood the importance of class and authenticity. I collaborated closely with the club’s leadership to ensure the site reflected our collective passion.
The design process started with color palettes and typography that mirrored Arsenal’s iconic look while incorporating local touches to root the club in Pittsburgh's identity.
The insight: Football fans crave connection and convenience. We prioritized an easy-to-use calendar for match schedules and a blog section for matchday recaps to foster engagement beyond game days.
Solution
The final website delivers a dynamic and fan-friendly experience:
Bold Visual Design: Arsenal’s red and white colors take center stage, paired with vibrant matchday images.
Matchday Calendar: An interactive calendar makes it simple for fans to track upcoming fixtures.
Online Store: A dedicated swag shop allows supporters to purchase scarves and other merchandise.
Mobile Optimization: Every page was designed to look sharp and load quickly on phones, knowing that most fans check updates on the go.
Results
Steel City Gooners now have a website that serves as both a digital clubhouse and a gateway for new members—a place where Pittsburgh Gooners can celebrate Arsenal victories together, no matter where they are in the city.
Expanded Reach: The site immediately attracted new fans who discovered the club through online searches.
Increased Engagement: The site now averages 100 views per month, helping attract 50 new members in the first few months.
Consistent Attendance: Matchday attendance grew and remained strong throughout the season.
Official Recognition: Steel City Gooners were named the 83rd official Arsenal supporters club by Arsenal America.
Simplified Operations: Club leaders can now update schedules, blog posts, and merchandise without hassle.