Pacific Northwest

The Goal

PNRFU had an outdated name, look and website that made it hard for players and families to find a club or understand where rugby could take them. The union needed a modern brand, a site its volunteers could update and a clear way to show the pathway from club rugby to the highest levels of the game.

What We Did

• Rebrand & Brand Book: Rebranded PNRFU as PNW Rugby, with a new logo, brand strategy and a brand book with print and digital colors.
• Website Build: Designed and built pacificnorthwest.rugby in Webflow, improving the site's user experience and website health score.
• Find a Club Map: Built a branded club directory map covering 30+ clubs across four states.
• Hall of Fame: Created a Hall of Fame logo, event page and inductee collection, starting with the inaugural 2023 Hall of Fame Dinner.
• Pathways: Built pathway pages for players, coaches and administrators showing how to progress from club rugby to professional and national teams.
• PNW Selects: Launched a women's Selects landing page with player sign-ups and a Founding Partner campaign.
• Schedules & Editors: Set up fifteens and sevens schedules and CMS collections the volunteer team could update on its own.

The Impact

PNW Rugby gained a brand and website that matched its role as the home of club rugby in the region. Players and families could find a club, follow schedules and see a clear pathway to the next level, volunteers could keep the site current on their own, and new programs like PNW Selects had a ready home to launch from.