Bobby
The Bobby Foundation supports Kiwi sporting legends and grassroots sports.
Overview
TAB NZ aimed to create a new Class 4 foundation with a brand that connects to New Zealand's sporting communities. The chosen name, Bobby, honours Phar Lap, the legendary racehorse affectionately known as 'Bobby', who brought Kiwi racing to the global stage with his big heart and remarkable success.
The Bobby Foundation supports Kiwi sporting legends and grassroots sports by providing 100% of its funding to NZ Racing and community sports. Through grants, the foundation helps sports clubs continue their vital role, enhancing facilities and creating opportunities that unite and strengthen local communities across New Zealand.
Client: TAB NZ
Digital Agency: Brave Digital
Role: User Journey, Site Architecture, Wireframe, Prototype, Design, UX/UI
Approach
The creative team at Brave developed a vibrant identity for Bobby, drawing on Kiwiana for illustrations and iconography. A bright bold colour palette was utilised in order to make it stand out at various sporting events and on social media.
I then worked on bringing the website to life by mapping user journeys, designing wireframes, and creating a user-focused site architecture. The goal was to introduce the new brand and make it easy for communities to apply for grants or stay updated on the foundation's news. Micro animations and transitions were added to the site to enhance the user experience.
