FitField — Sports Club Website

Challenge

FitField is a fictional community sports club — football, running, basketball, tennis, youth academy — that needed to feel electric but welcoming to beginners. The brief demanded "brutalist bold": thick black borders, hard offset shadows, Barlow Condensed uppercase type, green #22c55e energy. Three AI-generated photos (team training hero, night match, dawn track) had to sit inside the hard-edged system. The page needed sports, membership, schedule, joining process, youth academy, CTA, and FAQ — with no invented prices, no member counts, no fabricated league claims.

Approach

We applied the brutalist grammar — 5px borders, hard shadows, skewed labels — and softened it with genuinely welcoming copy ("everyone's welcome", "most members started as beginners"). The hero layers the training photo under a massive two-line headline with an outlined second line. Membership tiers are described by experience (Pay & Play, Club Member, Academy) with feature lists instead of prices. The schedule table shows a sample week; the youth academy gets its own green band with safeguarding copy.

Design highlights

The photographic hero feeds a scrolling sports marquee into "Pick your game" (football, running, basketball & more) with generated photography, a black membership section with three bordered tiers, a bordered weekly-schedule table, a four-step joining process, a tilted-card youth-academy band, and a black CTA band with giant outlined "FITFIELD" backdrop ("Your first session is free" — framed as a trial offer, not a price). An accessible FAQ and four-column footer close a page with real energy.

Outcome

FitField proves brutalism works for community sport: the hard-edged system gives the club an identity, while the beginner-welcome copy keeps it inclusive. The generated sports photography integrates cleanly into the bordered cards, and the structure — sports, membership, schedule, academy — fits any real club. The schedule table and membership tiers are built to connect to real booking and membership software. The academy band gives youth programs the safeguarding-first framing parents look for.