Twenty3 - Website Redesign

The brief and challenge

Twenty3’s existing website no longer reflected the business or clearly communicated the value of its sports technology products and services. The experience felt outdated, the structure was overly complex, and visitors could struggle to understand what the company offered.

The challenge was to rethink the website from the ground up, creating a more intuitive experience with clearer messaging, a stronger visual identity and a structure that made the business easier to understand. This also meant balancing feedback from multiple internal stakeholders while maintaining a clear, consistent direction. This also included creating a new landing page for Twenty3's creative studio, T3 Studios.

My role and approach

I led the website redesign from initial research through to the final design, defining the messaging, structure and visual direction needed to create a more effective digital presence.

I began by researching the market and competitors to understand how Twenty3 could better position itself within the sports technology industry. From there, I established a clearer content structure and user journey, focusing on simplifying navigation, improving information hierarchy and making the offering easier to understand.

A key part of the process was managing feedback from multiple stakeholders and using a user-centred approach to guide decisions. By bringing clarity to the structure and rationale behind the design, I was able to create a more cohesive experience that balanced business objectives with usability.

Reflection and results

The redesign delivered a cleaner, more accessible and more engaging website, replacing the previous dark and complex experience with a clearer visual direction and improved content hierarchy.

The new website was well received by both clients and colleagues, creating a stronger first impression and providing a more effective platform for communicating the Twenty3 brand and its offering.

The project reinforced the importance of combining user-centred thinking with clear communication and stakeholder alignment. It also highlighted how thoughtful structure and visual design can do more than improve usability — they can help a business communicate its value with greater confidence.