Detroit Lions
A professional American football franchise based in Detroit.
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problem
In 2023, the Detroit Lions’ marketing team, limited by internal bandwidth, needed an engaging microsite to house all My Cause, My Cleats content in one place. The site had to support content for approximately 30 team members, including product imagery, headshots, and pop-up stories explaining each player’s chosen cause. Not all product photography would be ready by launch, creating a risk of incomplete or inconsistent presentation. The challenge was to design a flexible experience with a fast turnaround time that could still spotlight players and their causes without relying on finalized assets.
solution
To manage content for the entire team within limited screen space, I designed a tab-based system that organized all players and their product photos within a single viewport for efficient, intuitive browsing. Flexible design fallbacks ensured players without finalized product imagery or headshots could still be featured consistently at launch. The results of the launch was successful. It successfully raised awareness and donations for participating charities—helping the Lions and their partners raise over $200,000. The scalable system continues to be used for the 2024 campaign and future initiatives.
My Cause, My Cleats is an NFL initiative that allows players, coaches, and staff to wear custom cleats to raise awareness and funds for charitable causes meaningful to them.
In 2023, the Detroit Lions marketing team wanted to shake things up for their participation for the NFL's annual My Cause, My Cleats event. Instead of having static content, they wanted a dynamic experience that would keep their fans engaged and help raise awareness to the team's chosen charities.
They sought a solution with Ceros, a no-code digital platform that would enable the team to create interactive content. However, they had two issues:
Limited internal bandwidth.
They were unsure if all of their content (product imagery, headshots, and pop-up stories for 30+ people), would be ready in time and could potentially lead to an inconsistent presentation.
As a senior interactive designer on the Ceros team, I partnered with them to bring their vision to life and find a solution that would help them with their predicament.
I created an intuitive tab system for the player profiles so that they all could be organized within a viewport, a alternative, but flexible design for those who were missing content (but could still be involved), and a gallery that showcased additional product imagery. I kept the overall design cohesive so that users could have a consistent experience.
The launch of the microsite proved successful and helped the Lions and their partners raise over $200,000 for charity.
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