Phoenix Fall Festival, a prominent dancesport competition, approached us to rebrand and redesign their outdated website ahead of their annual event. Their goal was to maintain a festive autumn theme without conveying a Thanksgiving aesthetic, while incorporating the signature yellow from the previous website.

We delivered a fully refreshed digital presence, complete with a modernized website, updated media assets for social channels and print, and a custom dashboard for the Organizers to update their Event Details each year.

Phoenix Fall Festival, an established annual dancesport competition, needed a complete website redesign to elevate the event’s branding and user experience. The previous website lacked a festive appeal and modern design, despite being functional for users to find entry forms. With the upcoming event, the challenge was to create a visually appealing website that represented the competition’s spirit without leaning into Thanksgiving-themed colors while maintaining ease of use for participants.

Use existing logo, headline typography, some design

Add existing print assets into site

Integrate existing registration & ticketing platform (Squareup)

To ensure the redesign aligned with the client’s vision, I conducted discovery sessions with both the event organizers and previous users to uncover key pain points and needs. The goal was to preserve the usability that users valued but introduce a fresh, dynamic visual design.

We kept the yellow tones from the previous site to honor its heritage but blended them into a broader fall-oriented color palette. Using hard black #000 was intentional for use in this project as it ties into the classic black and white that dancesport competitions are known for within the community.

I also incorporated feedback from stakeholders about modernizing the website’s look and improving its layout for better navigation. Inspiration for the site direction in thanks to my research portion of event websites.

I delivered a fully redesigned content-ready website that focused on user-friendly navigation and event information. The redesign included creating a custom internal dashboard to allow the client to easily update judges, officials, and vendors in the lead-up to the event. Beyond the website, I designed social media assets, including profile images and cover photos, as well as print-ready 2ft x 5ft banners, ensuring all materials were cohesive with the new branding.

Vertical banners, posters and postcards for print in various sizes. Each poster being meticulously designed to render images at their respective heights without pixelation and converting colors from digital to print.

The redesign was completed in time for the upcoming event, and the new website immediately garnered positive feedback from stakeholders and users alike. It allowed the Phoenix Fall Festival team to maintain their content more easily, improved their online presence, and enhanced brand visibility across both digital and physical platforms. The updated design successfully attracted more participants and sponsors, contributing to the festival’s overall growth. Ticket sales doubled from the previous year! They now rank on the 1st page of google when searching for similar events in their local area.

We used stock images for their first year and I offered to update images with real photos from the event at no additional charge. The client opted to use a video created by their event videographer in place of a Hero banner. The challenge here was the video; it was only produced for mobile view. We landed on having the video show on 1/2 the page to keep the event details legible.