Dark Horse: an iterative approach

Link to product

Dark Horse is a NIL (Name, image, likeness) agency that works with student athletes to facilitate opportunities with businesses, university donors, and fans. This means showcasing student athletes and their unique personalities and abilities in order to get deals with brands and organizations. Dark Horse came to us needing a website that showcases the services they offer while achieving an energetic, sporty look that aligned with the work they do.

Client

Dark Horse

Type

Web Design • Visual Design • Branding

Year

2021

My Role

My role with Dark Horse actually started with the branding. I created the logo and defined the brand identity before executing the web design. I chose this project because I actually struggled quite a bit with this one in terms of web design. Let's learn some lessons together.

Foundations

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Process

Let's start with the wireframe. Standard stuff but a decent starting place.

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First Iteration

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Second Iteration

Take two. More energy was injected into the hero but still failed to do it for the client. Why? That is for me to figure out through vague feedback.

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Third Iteration

Now we see Dark Horse start to take on a different look that the client stated to gravitate towards. However, this design still was missing things that could bring a refined, and authentic look to it.

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Final Product

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Thoughts

So here we see the most recent iteration of the Dark Horse site on both web and mobile. The design took a big leap forward in my mind and that was due to one specific reason:

Collaboration

I ran into a few creative blocks on this project and made the mistake of internalizing those mistakes and grinding through it rather than seeking help. Through a fresh look at things, animations, micro interactions, and actual photos of the athletes, I feel we executed a distinct look that meshes well for the client and who the target audience of the site is.

Overall, I think this project was important in showing me that all things are made better through collaboration and working together. It underscores the importance to not internalize when you are struggling, but to reach out to the resources, knowledge, and support around you.