After several workshops with high school aged lacrosse athlete’s, STX decided that for their next major product launch they wanted to make their athletes feel as if they were in a video game. In order to accomplish this, instead of relaying solely on the release of the Surgeon900, the Prestige Portfolio reintroduces the consumer to position-specific lacrosse heads, with a new product “unlocking” every week and finally culminating in the unlocking of the Surgeon900 attack head. After a quick loading animation, the user is first brought to an enter screen, similar to that of most video games. Once the user enters the site, they see a character selection screen that features professional lacrosse players and their “loadouts”. These loadouts included their associated STX product, a player class and player-specific badges. Each of these players also has a player card that includes all of their loadout information. The Prestige Portfolio concept was expanded from a website to include print advertisements, marketing emails, google display ads, social posts and product videos for each product. From concept, to wireframe, to production of launch assets, I was involved in every stage of this project. I designed the concept, saw the web design through from wireframes to the final design handoff to development, creation of all athlete key art, while designing and producing promotional assets and providing animated assets to the video team.
The full product videos were completed by the video team at Mission Media.
