Wayne Rooney Responsive Website
Wayne Rooney is one of the world’s most recognisable footballers and is the all-time leading goal scorer for his country and 2nd only to the great Sir Bobby Charlton at his club Manchester United – a feat he is expected to surpass this season. His skills, presence and success has built ‘Brand Rooney‘ into a truly global phenomenon since a professional debut as far back as 2002. Wayne has been a client of Lightmaker’s since 2012 when his management company, approached us based on our reputation as one of the leading creative and digital agencies in sport across the world.
Triple S gave Lightmaker one simple challenge – to create a responsive destination that met the demands of one of football’s most prized assets – the Captain of England. They needed a media hub for Wayne’s fans and followers to find all the information they could want – much more than a player profile, the site needed to be an online biography, with statistics, history, information and news about Wayne’s life, both on and off the pitch. The site also needed to incorporate a commercial backdrop for his principal sponsors and new opportunities. Finally the site needed to be designed in a style matching the player himself – bold and passionate, fearless and original.
Web design trends come and go with time but unlike many other spheres of design, the web has a relentless driver for change: technology. Because the platform is forever changing the resulting web design trends are a response to those changes rather than a differing taste. In evaluating how we should approach the design for Wayne we identified the following key traits:
♦ Users have learned to use feed based content sites – in fact much of the content we consume on a daily basis is feed driven – Twitter, Facebook, Pinterest, Mashable, YouTube and Instagram. The content is relevant, the content is immediate, the content is accessible and its interactive.
♦ The fear of the fold is dead. In embracing this feed mentality brands, content owners and agencies are now designing and rolling out web experiences that think about engagement and interactivity and the fold ceases to become a factor in just such experiences.
♦ Users should be able to engage with content not just consume it. This goes to the heart of content.
♦ Integration of commercial into the feed is integral. Thinking laterally about commercial and partner integration is key.
With this in mind Lightmaker designed an elegant ‘card styled’ interface created to provide quick bursts of information around Wayne’s story – his life on and off the field – with the family and for his Foundation. Elegantly positioned the site delivers an engaging experience across all platforms (mobile, tablet and desktop) and provides potential for the Triple S team to integrate commercial partners within the feed to drive value. Wayne’s Manchester United Testimonial provided the back drop for the launch of the site paying tribute to a stunning career.
“Digital is an important channel for me to engage with my fans on and furthermore to publicise the work that the Wayne Rooney Foundation does for the charities we support. I am extremely proud of my new website and have received some very positive feedback already.” Wayne Rooney