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May 2016 was the first edition of USWA. USWA challenged us to create a new identity that connects urban communities. It has to transcend across the city of Amsterdam, uniting local urban sports communities, and raising awareness amongst their target audiences. We wanted the visitor to challenge the way they look at their surroundings the same way as an urban athlete would. Change your perspective and the city might change into one big playground. Imagine seeing the city through the eyes of a basketball player.

Online we created a scalable platform as central hub for all audiences and provides all information within one click. The design needed to stick out, and a tone of voice to engage. During the launch we introduced a pre-registration wizzard to convert valuable leads. Here the visitors could leave their email adress and select their favourite sport(s) to receive program updates and interesting articles based on their interest.