Empowering girls through sports

Tenacity Project is a national nonprofit on a mission to increase the number of girls playing sports.

Founded by Theresa Sherry, 3x All-American at Princeton University, Tenacity provides young girls with the tools they need to succeed on the field and beyond. Their high-quality coaching, strong support network, and unique learning methods were in high-demand, and as the organization went from a single club in Northern California to a national movement, Tenacity was in need of a modern web presence that could better serve parents, coaches, and players across the country. Having benefited from an all-girls learning environment herself, our Creative Director, Gopika was thrilled when Tenacity asked elefint to lead this effort.

A focus on user experience

Our initial strategy session revealed that user experience was the biggest pain point, especially with regards to registering for Tenacity events and programs. We dove deep into Tenacity’s core offering and created a new website architecture that clearly defined content, functionality, and technical requirements of the site. The new website has distinct sections for events and programming, helping parents and coaches navigate to relevant sections of the site.

Tenacity is what underdogs are made of

We love this line of text on their website, you’ll find it here. Through the design, we captured the tenacious spirit, diversity and dedication of the incredible coaches and players behind Tenacity. While lacrosse has been known as an elite sport most popular on the east coast, the Tenacity Project has effectively lowered the barrier to entry for students from all socioeconomic backgrounds across the country. They currently have 106 alumnae on 56 NCAA rosters! You’ll find powerful stats like this in all the right places of their site.  

Communicate your message in milliseconds!

Investing in photography is one of the best ways to communicate a message and connect with your viewers, quickly. According to this study, the human brain can recognise a familiar object within 100 milliseconds! In comparison, it may take you a few minutes to read through an entire paragraph. For this reason, we created parameters around content (i.e. character length and word count) and emphasized the use of authentic imagery of their players one each page.

Working with Theresa Sherry and her team reminded us of the incredible power and influence women leaders can have in shaping young girls’ lives. The website helps elevate their brand, make their offering more clear to parents, coaches and leagues, while also highlighting their impact to date.