Case Study

Membership Reg

Enhancing customer experience and improving membership registration.


Denver, CO

A multi-sport organization, the Amateur Athletic Union is dedicated exclusively to the promotion and development of amateur sports and physical fitness programs.

August 1, 2016
Branding, Digital Marketing, Web Design, UX, Photog, Video


Project Summary

Membership Registration is an integral part of the AAU organization business model. The proprietary system and their existing process faced several challenges, namely antiquated design and platform, outdated user interface design and poor user experience. A large part of the scope of this project revolved around reconfiguring this key business process and modernizing their platform. We strategized a new flow during the redesign and developed a seamless experience smoothing registration across their network of websites. t was a wonderful opportunity to lead creative and develop and launch a high-impact marketing campaign to strategically scale their national brand.


During the entire project I collaborated with numerous stakeholders from AAU executive leadership, project managers, the in-house marketing director and department and various other project roles. During the duration of the project I facilitated client communication and project management including with the development team and our internal executive leadership. I spearheaded all creative aspects of the project and provided the design direction for the overall campaign.


We successfully launched the new marketing campaign and newly re-aligned brand with fresh identity guidelines to re-establish a professionally designed national website and 32+ related child websites within the network. Simultaneously we enhanced membership registration user experience and interface design and cemented a longterm partnership between AAU and Stack Sports.


This initial project and relationship with Amateur Athletic Union ultimately solidified the partnership and longterm ROI for both companies. The newly designed national website and revived national brand aided in their new marketing campaign efforts and growing the organization and the partnership for years to come.