Sub-brand sports platform for the Antwerp Anchors organization. Content structure, navigation labels, and page hierarchy built to serve a sports-specific audience within the broader brand.
The Antwerp Anchors umbrella brand needed a dedicated sports hub that could speak directly to sports fans without pulling them through the broader organizational content. The main site was doing too many jobs at once.
I designed the information architecture and navigation labels for a focused sports audience. The content hierarchy prioritizes schedules, team updates, and match results — the three things sports fans visit most.
The primary nav covers Schedule, Teams, Results, and News. Labels are short, direct, and match the words fans use. There are no organizational or sponsorship pages cluttering the top-level navigation.
The homepage leads with match results and upcoming fixtures. Organizational and sponsor content is accessible but not foregrounded — sports content stays in the foreground for return visitors.
The tone is energetic and community-focused, consistent with the Antwerp Anchors main site but calibrated for a more casual, fan-driven context. Copy avoids jargon and corporate language.
Anchor Sports launched as a standalone destination for sports fans, with a clear IA that made team content easy to find and an experience distinct from the broader Anchors organizational platform.
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