All work

BRAND & EXPERIENCE STRATEGY · PUBLIC-SOURCE CONCEPT

The Byrne Method

A documentation-first redesign that turns a camp-style event site into a structured lacrosse development, recruiting, and education platform for serious players and informed families.

Serious development, made legible

The concept leads with a clear promise, then gives players and families direct routes into programs, methodology, recruiting education, and proof.

THE BYRNE METHOD · REDESIGN CONCEPT

Serious development, made legible

The concept leads with a clear promise, then gives players and families direct routes into programs, methodology, recruiting education, and proof.

THE BYRNE METHOD · REDESIGN CONCEPT

01 · HIERARCHY BEFORE HYPE

The opportunity was clarity, not more content.

The public site already contained coaching authority, program demand, recruiting education, staff credibility, and family proof. The redesign reorganizes that material around the decisions a player or parent must make—rather than another event-page collection.

INHERITED EXPERIENCE

Event-first

Registration appeared before visitors had enough context to choose confidently.

INHERITED EXPERIENCE

Event-first

Registration appeared before visitors had enough context to choose confidently.

NAVIGATION

Category-heavy

Programs, staff, recruiting, and proof existed without a clear journey.

NAVIGATION

Category-heavy

Programs, staff, recruiting, and proof existed without a clear journey.

DIFFERENTIATOR

Underused

Recruiting education was valuable but presented like a long reference outline.

DIFFERENTIATOR

Underused

Recruiting education was valuable but presented like a long reference outline.

02 · JOURNEY ARCHITECTURE

Programs, method, and recruiting become one decision path.

The new information architecture segments the experience by intent and player stage. Visitors can understand the methodology, compare the right program, answer family logistics, and build recruiting literacy before they reach registration.

DEVELOP

Method

Make the coaching principles and progression visible before listing dates.

DEVELOP

Method

Make the coaching principles and progression visible before listing dates.

COMPETE

Programs

Separate youth development and prospect experiences by audience, outcome, and readiness.

COMPETE

Programs

Separate youth development and prospect experiences by audience, outcome, and readiness.

DECIDE

Recruiting

Turn long-form recruiting guidance into an organized family education resource.

DECIDE

Recruiting

Turn long-form recruiting guidance into an organized family education resource.

03 · SYSTEM, NOT A FLYER

The brand behaves like an academic-athletic operating system.

Editorial hierarchy, structured program cards, schedules, proof themes, FAQs, staff profiles, and careful compliance language form a repeatable content and component system. Premium comes from restraint, precision, and parent-friendly decision support—not sports hype.

CONTENT SYSTEM

Structured

Program outcomes, logistics, proof, and next steps use consistent modules.

CONTENT SYSTEM

Structured

Program outcomes, logistics, proof, and next steps use consistent modules.

VISUAL SYSTEM

Disciplined

Ink, warm neutrals, restrained oxide red, editorial type, and athletic photography.

VISUAL SYSTEM

Disciplined

Ink, warm neutrals, restrained oxide red, editorial type, and athletic photography.

BRAND GUARDRAIL

Accurate

Academic seriousness without unauthorized university marks or implied affiliation.

BRAND GUARDRAIL

Accurate

Academic seriousness without unauthorized university marks or implied affiliation.

04 · EVIDENCE & STATUS

The strategy and experience system are complete; launch validation is still open.

This case study is a public-source redesign concept. The repository contains the audit, positioning, information architecture, conversion strategy, visual direction, component system, and route scaffolding. It should not be presented as a launched client engagement or a measured business outcome.

PUBLIC ROUTES

Homepage, method, programs, two program detail pages, recruiting, resources, staff, and contact.

PUBLIC ROUTES

Homepage, method, programs, two program detail pages, recruiting, resources, staff, and contact.

CORE PATHS

Youth development and high-school prospect experiences receive distinct decision support.

CORE PATHS

Youth development and high-school prospect experiences receive distinct decision support.

PUBLIC STATUS

Prototype

Strategic and visual direction documented; production content, usability testing, and launch results remain future work.

PUBLIC STATUS

Prototype

Strategic and visual direction documented; production content, usability testing, and launch results remain future work.

RELATED LACROSSE PRODUCT

StringLabs

A guided 3D stringing workbench that translates domain expertise into visible, repeatable instruction.

View StringLabs

PIERRE BYRNE · PRODUCT DESIGN

PHOENIX · 2026