Approach

Starting with the gap between experience and perception

The club already had a strong, engaged community and a clear offering.

But that wasn’t coming through online.

An outdated website and reliance on Facebook created a disconnect between what the club actually felt like and how it was perceived. It made the business feel less established than it was, and added friction to basic processes like onboarding.

The focus was to close that gap.

Aligning the brand in practice

Although a brand identity already existed, it wasn’t being applied consistently.

The first step was to bring structure to it. Colours, typography, and visual cues were gathered and applied with intention, creating a more unified and recognisable presence.

The bright greens became a key feature, not just as a colour choice, but as a way to reflect the energy and movement that define agility training.

Website design and experience

The website was designed to feel active and engaging, without becoming chaotic.

Imagery was used to create a sense of movement, with dogs positioned as the focal point throughout. This helps potential clients immediately understand the environment and imagine their own dog within it.

The structure of the site was kept clear and easy to navigate, making it simple for users to understand the offering, progression of training, and how to get involved.

Website development and structure

Beyond the visual layer, the site needed to support how the business operates.

The build focused on clarity and usability across devices, ensuring that both new and existing clients can access information and take action without friction. The result is a platform that feels straightforward and reliable, rather than patched together.

Membership and onboarding system

One of the key challenges was the lack of a structured onboarding process.

A membership sign-up system was integrated directly into the website, allowing new clients to register and provide their details in a clear, guided way. This reduces the need for manual back-and-forth and creates a more consistent starting point for every new member.

It shifts onboarding from something reactive to something intentional.

Bringing it together

Each part of the project supports both perception and practicality.

The brand creates recognition. The website reflects the energy of the club. The system supports how it runs day to day.

Together, it creates a clearer, more structured experience without losing the personality that makes the club what it is.