2024
Building a dynamic digital home for a growing Arsenal community.
The Steel City Gooners were establishing their identity as a supporters club in Pittsburgh. While early matchday meetups were popular, the group's presence hadn't reached beyond the core Arsenal fans.
The challenge was to create a digital presence that introduced Steel City Gooners to the wider Pittsburgh football community and attracted casual Arsenal fans. The website needed to reflect the vibrant energy of the watch parties while being easy to maintain during the club's early stages.
Copy
Web
Design
Brand
Strategy
Designing the Steel City Gooners website wasn’t just a job—it was a passion project rooted in my lifelong love for Arsenal and my deep connection to the Steel City Gooners community. As a diehard fan and active supporters club member, I felt a responsibility to create more than just a functional website. I wanted to build an online space that would capture the energy, pride, and camaraderie of our matchday experiences, while also providing a hub for fans to stay connected and engaged beyond the pub.
The homepage was designed to make a bold first impression, much like the North Bank at Emirates Stadium. Arsenal’s iconic red and white colors take center stage, and the layout is clean but impactful, mirroring the precision and elegance of the team’s playing style. The hero section features an action-packed banner image, instantly immersing visitors in the spirit of matchday, while quick links to upcoming fixtures and the latest blog posts ensure that fans can stay up to date with just a glance.
I prioritized clarity and ease of use when finding events, with a calendar view that allows users to see match schedules and local events at a glance. The Steel City Gooners are more than just a group of fans—we’re a community—and it was important to me that this page made it effortless for members to plan meet-ups and gatherings.
The shop page was another area where I focused on user experience. As the official swag store for Steel City Gooners, it needed to be easy to navigate, with a clean, minimalist layout that lets the merchandise shine. Whether scarves, shirts, or pint glasses, each item is displayed with high-quality images and straightforward purchase options, reflecting the same sense of pride and quality that fans feel when they wear our colors.
I knew the site needed to be fully mobile-friendly as well, given that so many of our members would be checking match updates, purchasing merchandise, or reading matchday recaps from their phones. Every page was optimized for mobile, ensuring that the experience feels just as immersive and user-friendly whether fans are browsing from their desktops or catching up on the go. Responsive design was a key priority, and I paid close attention to how the elements would adapt across different screen sizes without sacrificing any of the website's visual identity or functionality.
Ultimately, this wasn’t just about creating a website—it was about building a digital home for the Steel City Gooners, a place where we can celebrate victories, share matchday memories, and stay connected as a community. Every design choice was made with that mission in mind, and I couldn’t be more proud of how it all came together.
Designing the Steel City Gooners website wasn’t just a job—it was a passion project rooted in my lifelong love for Arsenal and my deep connection to the Steel City Gooners community. As a diehard fan and active supporters club member, I felt a responsibility to create more than just a functional website. I wanted to build an online space that would capture the energy, pride, and camaraderie of our matchday experiences, while also providing a hub for fans to stay connected and engaged beyond the pub.
The homepage was designed to make a bold first impression, much like the North Bank at Emirates Stadium. Arsenal’s iconic red and white colors take center stage, and the layout is clean but impactful, mirroring the precision and elegance of the team’s playing style. The hero section features an action-packed banner image, instantly immersing visitors in the spirit of matchday, while quick links to upcoming fixtures and the latest blog posts ensure that fans can stay up to date with just a glance.
I prioritized clarity and ease of use when finding events, with a calendar view that allows users to see match schedules and local events at a glance. The Steel City Gooners are more than just a group of fans—we’re a community—and it was important to me that this page made it effortless for members to plan meet-ups and gatherings.
The shop page was another area where I focused on user experience. As the official swag store for Steel City Gooners, it needed to be easy to navigate, with a clean, minimalist layout that lets the merchandise shine. Whether scarves, shirts, or pint glasses, each item is displayed with high-quality images and straightforward purchase options, reflecting the same sense of pride and quality that fans feel when they wear our colors.
I knew the site needed to be fully mobile-friendly as well, given that so many of our members would be checking match updates, purchasing merchandise, or reading matchday recaps from their phones. Every page was optimized for mobile, ensuring that the experience feels just as immersive and user-friendly whether fans are browsing from their desktops or catching up on the go. Responsive design was a key priority, and I paid close attention to how the elements would adapt across different screen sizes without sacrificing any of the website's visual identity or functionality.
Ultimately, this wasn’t just about creating a website—it was about building a digital home for the Steel City Gooners, a place where we can celebrate victories, share matchday memories, and stay connected as a community. Every design choice was made with that mission in mind, and I couldn’t be more proud of how it all came together.