Visual design
Cinematic, not clinical.
The previous site leaned on amber everywhere, the nav CTA, numbered section indices (005, 004, 003...), the stat values, even the hero's centrepiece: a wireframe skeleton mesh tracking a body in glowing dots and lines. It read more like diagnostic software than a company three former NBA people would put their names behind. The redesign drops colour entirely: black, white and grayscale photography, nothing else. Restraint carries the page instead of an accent colour doing the work. I dropped the numbering, swapped the literal wireframe for a motion hero, and moved the audience section from text badges and a numbered list to real broadcast photography and dot-matrix maps. The result reads closer to a sports documentary than a dashboard, which is what "fits the sports-tech sector" actually meant here. This page matches that same black-and-white palette, so clicking through to onsport.ai feels continuous rather than like landing somewhere else.
Near-black base
Surface
Muted grey
Off-white text
Before → after
Before
After
A literal wireframe reads as "here's our technology." A blurred motion shot of real play reads as "here's the sport you already care about." The second one is the one a GM scrolls past slower.
Before
After
Four pill badges and a numbered list tell you the facts. Four maps and three photographs of real stadiums and broadcast booths let you feel the scale before you've read a word.
Before
After
Giant "01/02/03" watermarks behind each card competed with the actual claim. Stripping it back to a plain table, the least decorated section on the page, let the three sentences that matter most do the work unopposed.
