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White Tailwing

Building the digital Shark Tank

The Sharks homepage shown on desktop and mobile, with the Black White Forever campaign header, season ticket cards and merchandise entry points.
Client
Sharks Rugby
Product
SportsTech
Platform
Website

Sharks Rugby is one of South Africa’s most iconic sports franchises, with a passionate local and global following.

As one of the world's most-followed rugby clubs, their digital platform is more than just a website, it is the Digital Shark Tank. It serves as a borderless digital stadium and the primary engine for year-round commercial growth.

The Challenge

Bring a bold new brand to life online

Our challenge was translating their new "Sports Brutalist" aesthetic into a high-performance rugby club website. We prioritised key conversion goals by seamlessly merging ticket sales, e-commerce merchandise, breaking news, and player spotlights into an energetic, fan-centric user experience.

Services
UX Design
UI Design
Design System
The Solution
The Sharks online store, showing the men's lifestyle merchandise range in a full-width product grid.

Strong identity meets sports
e-commerce

By placing The Sharks' brand at centre stage, we strategically integrated lifestyle merchandise and apparel throughout the user journey to drive natural e-commerce conversions.

Sports Brutalism Meets Functional UX/UI

We blended gritty, high-impact aesthetics and raw sports photography with intuitive usability. This required meticulous UI design and an obsession over balance to structure content into logical, highly digestible user flows.

Team form module showing recent match scores and fixture data in a scannable stats layout.

Complex team data at a glance

We transformed dense team statistics into a simple, uncluttered interface, prioritising a natural visual hierarchy and high scannability for fans accessing match data.

The Results
The previous Sharks website beside the redesigned homepage, shown side by side on mobile.

Screens

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The Sharks homepage on desktop, showing featured matches, merchandise, player reports and a CTA to purchase season tickets.
The Sharks homepage on desktop, showing the all of the latest merchandise for men, women, and accessories.
The Sharks shop page on desktop, showing the products within the mens category.
The Sharks product page on desktop, showing the a pre-match jersey and the variations it can be purchased in.
The Sharks shop page on desktop, showing the the cart fly-out with items waiting to be checked out.
The Sharks senior squad page on desktop, showing a list of all the players that are in the current season squad.
The Sharks player page on desktop, showing the players statistics, match history and a CTA to purchase the game jersey.
The Sharks fixtures page on desktop, showing the final match fixtures for a united rugby championship game.
The Sharks match day page on desktop, featuring the number of games, promoting the game jersey and a link to purchase season tickets.
The Sharks membership page on desktop, showing the different membership tiers and what's included in each package.
The Sharks about page on desktop, showing what fans can expect when going to a match-day.
The Sharks about page on desktop, showing the history of the team, their achievements and results.
No items found.
The Sharks homepage on mobile, showing featured matches, merchandise, player reports and a CTA to purchase season tickets.
The Sharks homepage on mobile, showing a CTA to purchase season tickets.
The Sharks homepage on mobile, showing the all of the latest merchandise for men, women, and accessories.
The Sharks shop page on mobile, showing the products within the mens category.
The Sharks product page on mobile, showing the a pre-match jersey and the variations it can be purchased in.
The Sharks shop page on mobile, showing the the cart modal with items waiting to be checked out.
The Sharks senior squad page on mobile, showing a list of all the players that are in the current season squad.
The Sharks player page on mobile, showing the players statistics, match history and a CTA to purchase the game jersey.
The Sharks homepage on mobile, showing the team form for the current rugby season.
The Sharks match day page on mobile, featuring the number of games, promoting the game jersey and a link to purchase season tickets.
The Sharks membership page on mobile, showing the different membership tiers and what's included in each package.
The Sharks about page on mobile, showing what fans can expect when going to a match-day.
The Sharks about page on mobile, showing the history of the team, their achievements and results.
No items found.
The Sharks homepage on mobile, showing featured matches, merchandise, player reports and a CTA to purchase season tickets.
The Sharks homepage on mobile, showing a CTA to purchase season tickets.
The Sharks homepage on mobile, showing the all of the latest merchandise for men, women, and accessories.
The Sharks shop page on mobile, showing the products within the mens category.
The Sharks product page on mobile, showing the a pre-match jersey and the variations it can be purchased in.
The Sharks shop page on mobile, showing the the cart modal with items waiting to be checked out.
The Sharks senior squad page on mobile, showing a list of all the players that are in the current season squad.
The Sharks player page on mobile, showing the players statistics, match history and a CTA to purchase the game jersey.
The Sharks homepage on mobile, showing the team form for the current rugby season.
The Sharks match day page on mobile, featuring the number of games, promoting the game jersey and a link to purchase season tickets.
The Sharks membership page on mobile, showing the different membership tiers and what's included in each package.
The Sharks about page on mobile, showing what fans can expect when going to a match-day.
The Sharks about page on mobile, showing the history of the team, their achievements and results.
No items found.
No items found.
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Sharks Rugby
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