A cricket analytics platform that turns everyday coach assessments into evidence a whole club can act on. We rebuilt the brand and the site around one idea: see the whole pathway, not just the team sheet.
EquiPlay is a cricket analytics platform that turns everyday coach assessments into a structured evidence base, so clubs can see skill, development and equity across the whole pathway.
The challenge was to transform EquiPlay’s brand and digital presence from top to bottom: a product with real substance, explained by a website that read like a manual.
Our mission? Make the data feel like a decision. Give coaches, players and boards a site each of them recognises themselves in within one scroll.
Sports technology
United Kingdom
We started with a deep dive into EquiPlay’s world: coaches on the boundary, directors in selection meetings, players wanting to know where they stand. Out of that came the positioning: evidence for every cricket decision.
The identity kept the mark and rebuilt everything around it: Roc Grotesk, a navy and teal system, and a set of shapes drawn from the mark itself.
Tone of voice: plain, confident, on the coach’s side. Every line on the site had to survive being said out loud in a pavilion.
The homepage follows one assessment from the boundary to the boardroom, so a coach, a player and a director each see themselves within a scroll.
A pinned, scroll-driven story section, charts built from EquiPlay’s real anonymised assessment data, and app mockups that match the product exactly.
Navigation was cut to five things. Everything else lives one click down.
Built as a static site with GSAP and ScrollTrigger and Lenis smooth scroll, no framework, no build step, so it runs from a folder and loads in under a second.
Micro-animations on text and components, a pinned story section, and charts that draw themselves in as they enter the viewport.
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