PROJECT BRANDING | WEB DESIGN | EXHIBITION DESIGN | ILLUSTRATION
The Hero
University of Nottingham and UK Sports Institute
The Challenge
Why are there disparities between male and female athletes when it comes to injury risk? It can’t all be atrributed to biology. Researchers and collaborators from the University and UKSI wanted to share research findings and real female athletes’ stories on gendered sports environments to address disparities in injury risk, performance and well-being.
The Solution
Nifty Fox worked with the University of Nottingham and UK Sports Institute team to create a brand, website and in-person exhibition that took into account multiple stakeholder audiences. Each product had to balance the accuracy and gravity of research findings, with the need for sports practitioners and policy makers to have concrete actions to make change.
We ran discovery sessions with academic, practitioner, policy and sports people stakeholders to co-create a name, messaging and web functionality that worked for all. We came up with 'More Than Medals' to tie in but also subvert the UKSI strategy for 'Medals and More', developed web stylescapes and sketches for co-approval, and worked hard to create web copy that felt both engaging AND practical. Stakeholders fed in at each stage of the design, build and testing process for a truly co-produced and user friendly end result.
Accessibility was big consideration for the site - we ensured there were audio, visual and screen reader friendly ways to interact with the site content, which also translated over to the physical exhibition.
The Result
Launching in November 2023, the site and exhibition received rave reviews at the UKSI National Conference and PLX Conference, and a gendered environmental approach is being developed into a national toolkit for UKSI leaders and sports coaches.
The Nifty Fox team managed to unite different stakeholders and realise our vision when we weren't 100% sure what we needed. They were creative, innovative and helped us create something we are so proud of. The project has had an incredible reception so far!
Dr Steph Coen - University of Nottingham
