M Layne Lawson
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Masters Tournament

For golf enthusiasts, the Masters Tournament is the preeminent sporting event of the year. The official digital properties of the Masters provide the most comprehensive online coverage available, bringing fans closer than ever to the beauty and excitement of the Tournament in Augusta.

Project Overview

Project Overview

Thousands of golf fans follow the Masters tournament each season, but only a small fraction are able to attend. Increasingly, Augusta National saw fans accessing their outdated HTML site throughout the tournament period in lieu of tuning in through traditional means. After updating their iPad app and introducing an iOS version in 2014, Augusta National tapped partner agency Imaginary Forces to institute a multichannel brand overhaul which included a new responsive website.

Design

Design

The responsive web design project adopted a mobile-first approach. We removed an existing docked footer and expanded the site width significantly. We also replaced static player head shots with images of players in action. Scalable, modern fonts were introduced, which replaced the previous, heavy weight and dated font system. Finally, each page was designed to provide users with easy access to content.

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Features

Features

Through the app and on masters.com, users are able to watch live broadcast coverage during the entire Tournament. 8 different live streams (US only) are also available starting on day two. For the 2016 tournament this included:

* Monday’s Hole No. 16 Camera.
* Wednesday’s Par 3 Contest.
* Thursday’s Honorary Starters.
* Tournament play at Amen Corner.
* Tournament play at Hole Nos. 15 and 16.
* Featured Groups channel following key players around the course.
* Masters On the Range – live-streamed.
* Masters Green Jacket Ceremony at the Tournament's conclusion.

Project Contributions

Project Contributions

I was responsible for the art direction and design of all core responsive site pages. I helped establish visual design systems and pattern libraries. Finally, I determined break points for ipad and iphone web views.

Agency: Imaginary Forces