Cricket-focused sub-site for the Antwerp Anchors organization. Content system and IA built to serve a distinct cricket audience within the same brand umbrella.
Cricket fans have different information needs than fans of other Anchor Sports properties. They want team rosters, match fixtures, and tournament standings — content that would feel out of place on a generalist sports hub.
I defined a content model specific to cricket — fixtures, squads, standings, match reports — and designed the IA to surface that content in the order a cricket fan expects to see it.
Navigation labels and content categories use cricket terminology (Fixtures, Squads, Standings) rather than generic sports terms. This signals immediately to cricket fans that the site speaks their language.
Player pages show batting/bowling role, recent form, and match stats — structured for cricket fans who want more than a name and photo. The content model was designed before the visual design.
The visual identity stays aligned with Antwerp Anchors, but the tone and content structure are calibrated for a cricket-literate audience. Shared components from the parent brand were adapted, not copied.
Anchor Cricket launched as a dedicated home for cricket fans within the Anchors ecosystem. The cricket-specific IA and content model made it distinct from the sports hub while staying visually coherent with the parent brand.
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