Erica Wiebe
Year 2021
Overview
Erica contacted me about designing her new website back in November 2020. Her goal for the site was to push leads to her public speaking and community workshops. When it came to the creative direction, she didn’t want her entire identity to be focused on her athletic career but showcase her other talents and experiences. Ultimately, the plan for the site was to position her beyond her sporting career.
Erica already had a very successful brand, so I wanted to ensure that the new website complimented that athletic brand while introducing a more corporate story narrative.
I started with her logo, which is bold yet clean with a strong contrast between black and white. I wanted her website to reflect this, so I incorporated a lot of white space in the design and ensured that the typography displayed a strong contrast. The introduction of red as the primary colour represents her success as a Canadian Olympian Gold Medalist without the typical grungy look you see in most athletic websites.
The end result was an aesthetically pleasing site that balanced sport culture with professionalism. The UX was designed in such a way to always be pushing the user to her experience and booking her for speaking engagements.
