USA Youth & High School Rugby

The Goal

USA Youth & High School Rugby oversees youth, high school and non-contact rugby across the country, working with state youth rugby organizations, coaches and families. Its website felt dated, it had no consistent way to email its members, and its brand needed to stand apart from USA Rugby while keeping its warmth. With a goal of 1 million youth players by the time the U.S. hosts the Rugby World Cups in 2031 and 2033, USA YHS needed a modern brand, a website members wanted to use, and materials that could win over sponsors.

What We Did

• Logo & Brand Refresh: Led a multi-round logo exploration with the board, landing on a "Shields & Stripes" mark, and delivered a brand book with patterns, colors and Canva templates.
• Website Design & Build: Designed and launched a new Webflow website in two phases, adding regional pages, policies, a news archive and a streaming page for archived championship matches on The Rugby Network.
• Mailchimp Setup & Emails: Compared email platforms, moved USA YHS to Mailchimp, built branded templates and sent more than 10 campaigns to its list of 44,000, covering partnerships, scholarships, coaching webinars and the Ignite Club Fund.
• Sponsorship Deck & Reports: Designed the sponsorship deck and the 2022–23 and 2023–24 end-of-season reports, showing membership growth and partner value.
• Partner & Campaign Graphics: Created graphics for partners like Major League Rugby, Veo and Akuma, for Giving Tuesday, and for the 50,000 registered players milestone.
• Coaching Platform & Streaming: Designed the coaching platform's login page and promoted national championship broadcasts on The Rugby Network.

The Impact

USA YHS now has a brand, website and email program built to match its national reach. When it passed 50,000 registered players, Madak turned the milestone into a website story, an email to its list of 44,000 and social graphics. More than 10 email campaigns kept members informed about partnerships, scholarships and new programs, and the sponsorship deck and end-of-season reports gave partners a clear view of the value of supporting youth rugby. With Canva and Mailchimp templates in hand, the USA YHS team can keep growing toward 1 million young players.