Brand, Website, and Digital Ecosystem Rebuild
Q4 2025
Q4 2025
Overview
Hill Country Indoor is a large scale sports and fitness facility serving athletes, families, and adults in the Hill Country area. As the organization expanded, its brand and digital presence no longer reflected the quality, scale, or energy of the in-facility experience.
This project focused on rebuilding the brand system, website, and marketing foundation into a cohesive, scalable ecosystem.
BRAND POSITIONING, DESIGN STRATEGY
Overview
Hill Country Indoor is a large scale sports and fitness facility serving athletes, families, and adults in the Hill Country area. As the organization expanded, its brand and digital presence no longer reflected the quality, scale, or energy of the in-facility experience.
This project focused on rebuilding the brand system, website, and marketing foundation into a cohesive, scalable ecosystem.
BRAND POSITIONING, DESIGN STRATEGY
The Challenge
Hill Country Indoor had strong programs and a loyal community, but the brand lacked consistency across departments and platforms.
The website was difficult to maintain, visually fragmented, and slow to adapt to marketing needs. Sub-brands operated independently without a shared system, leading to confusion and inefficiency.
The challenge was to unify the brand while supporting continued growth.
AUDIT & ANALYSIS, INFORMATION ARCHITECTURE, PROBLEM FRAMING
The Challenge
Hill Country Indoor had strong programs and a loyal community, but the brand lacked consistency across departments and platforms.
The website was difficult to maintain, visually fragmented, and slow to adapt to marketing needs. Sub-brands operated independently without a shared system, leading to confusion and inefficiency.
The challenge was to unify the brand while supporting continued growth.
AUDIT & ANALYSIS, INFORMATION ARCHITECTURE, PROBLEM FRAMING
My Role
As the lead designer and digital media specialist, I reported directly to the Head of Marketing and worked closely with leadership and internal teams.
My primary responsibility was to bridge brand strategy, design, and implementation. I owned the execution of the brand and website rebuild while guiding a graphic design intern to ensure consistency and quality across all outputs.
This role required balancing hands on design work with system thinking and team alignment.
CROSS-FUNCTIONAL COLLABORATION, DESIGN LEADERSHIP, DESIGN SYSTEM STEWARDSHIP
My Role
As the lead designer and digital media specialist, I reported directly to the Head of Marketing and worked closely with leadership and internal teams.
My primary responsibility was to bridge brand strategy, design, and implementation. I owned the execution of the brand and website rebuild while guiding a graphic design intern to ensure consistency and quality across all outputs.
This role required balancing hands on design work with system thinking and team alignment.
CROSS-FUNCTIONAL COLLABORATION, DESIGN LEADERSHIP, DESIGN SYSTEM STEWARDSHIP
Strategy
The strategy centered on clarity and cohesion.
Hill Country Indoor is not a single purpose facility. It connects performance, wellness, youth development, and family under one roof. The brand system needed to reflect that while remaining flexible enough to scale.
Every decision prioritized usability, consistency, and long term sustainability.
BRAND ARCHITECTURE, USER-CENTERED DESIGN, SCALABLE DESIGN THINKING
Strategy
The strategy centered on clarity and cohesion.
Hill Country Indoor is not a single purpose facility. It connects performance, wellness, youth development, and family under one roof. The brand system needed to reflect that while remaining flexible enough to scale.
Every decision prioritized usability, consistency, and long term sustainability.
BRAND ARCHITECTURE, USER-CENTERED DESIGN, SCALABLE DESIGN THINKING
Brand System
I refined the core Hill Country Indoor identity and built a modular design system to support sub-brands like AIM, The Studio, and Kids.
The system established clear rules for color, typography, layout, and iconography, ensuring consistency across digital, print, and physical environments.
This created a shared visual language that internal teams could confidently use.
DESIGN SYSTEMS, TYPOGRAPHY, COLOR THEORY, ICONOGRAPHY
Brand System
I refined the core Hill Country Indoor identity and built a modular design system to support sub-brands like AIM, The Studio, and Kids.
The system established clear rules for color, typography, layout, and iconography, ensuring consistency across digital, print, and physical environments.
This created a shared visual language that internal teams could confidently use.
DESIGN SYSTEMS, TYPOGRAPHY, COLOR THEORY, ICONOGRAPHY
Website
The website was redesigned and rebuilt in Framer to improve performance, flexibility, and ease of updates.
I led information architecture, UI design, CMS structure, and implementation. The result was a cleaner navigation system, modular components, and CMS driven pages that reduced reliance on developers.
The new site aligns the digital experience with the premium, community focused feel of the facility.
UI DESIGN, UX DESIGN, RESPONSIVE DESIGN, CMS ARCHITECTURE
Website
The website was redesigned and rebuilt in Framer to improve performance, flexibility, and ease of updates.
I led information architecture, UI design, CMS structure, and implementation. The result was a cleaner navigation system, modular components, and CMS driven pages that reduced reliance on developers.
The new site aligns the digital experience with the premium, community focused feel of the facility.
UI DESIGN, UX DESIGN, RESPONSIVE DESIGN, CMS ARCHITECTURE
Marketing & Growth
Beyond the core site, I designed scalable landing pages and campaign templates to support ongoing marketing efforts.
This allowed the team to launch promotions, Google Ads pages, and seasonal campaigns quickly while maintaining brand consistency.
The system supports faster iteration and clearer conversion paths.
LANDING PAGE DESIGN, CONVERSION OPTIMIZATION, CAMPAIGN DESIGNE
Marketing & Growth
Beyond the core site, I designed scalable landing pages and campaign templates to support ongoing marketing efforts.
This allowed the team to launch promotions, Google Ads pages, and seasonal campaigns quickly while maintaining brand consistency.
The system supports faster iteration and clearer conversion paths.
LANDING PAGE DESIGN, CONVERSION OPTIMIZATION, CAMPAIGN DESIGNE
Outcome
The project delivered a unified brand system, a modern website, and a flexible marketing foundation.
Hill Country Indoor now has a digital presence that reflects its in-person experience and a structure that can grow alongside the organization.
VISUAL CONSISTENCY, DESIGN SCALABILITY, BRAND COHESION
Outcome
The project delivered a unified brand system, a modern website, and a flexible marketing foundation.
Hill Country Indoor now has a digital presence that reflects its in-person experience and a structure that can grow alongside the organization.