Starting with no previous website meant designing an experience from scratch that could immediately establish brand credibility, communicate offerings clearly to first-time visitors, organize a wide range of promotional product categories, support simple low-friction inquiries, and scale as the business grows. The absence of legacy content was an advantage — but it also meant every decision needed to be intentional, from navigation to messaging to visual hierarchy.

With no existing site or content structure to audit, research focused on understanding MHD Promotions' positioning, audience, and competitive landscape. I conducted stakeholder interviews with CEO Mark Dunlop to clarify the brand's mission, fighter roster, and growth ambitions. A competitive analysis of professional boxing and sports promotion websites revealed common gaps: cluttered layouts, poor mobile experiences, and weak calls-to-action. This informed a clear opportunity to position MHD as a credible, modern, conversion-focused presence in the professional boxing space.

The strategy centered on building a clean, credible, conversion-ready experience. I created a clear information architecture from scratch, establishing a hierarchy that supports scanning and exploration. A strong visual hierarchy was built through clean typography, consistent spacing, modular content blocks, hero imagery, and clear CTA placement. The design introduced a modern, trustworthy aesthetic with a prominent logo and messaging that communicates value quickly. Conversion was optimized with 'Join MHD' as the primary CTA, multiple entry points to contact, and a reduced-friction inquiry flow throughout.

I led the end-to-end UX design of the new site, building the information architecture, content structure, and visual system from scratch. My responsibilities included UX strategy, information architecture, content structure and messaging, wireframing and layout design, visual design direction, and accessibility and usability considerations. I was referred to MHD Promotions and took full ownership of the project from initial discovery through to final delivery.

The final website gave MHD Promotions a credible digital presence where none had existed before, along with a clear and intuitive structure that supports browsing and discovery. The professional brand identity builds immediate trust with visitors, and the conversion-focused experience encourages inquiries. The integration of event listings, boxer profiles, and an Instagram feed works seamlessly, and the site has already driven increased engagement from followers. The client also received a full training session and reference video for managing content independently.

Designing from scratch is both a challenge and an opportunity. Without legacy constraints, I was able to build a clean, modern, user-centered experience that aligns with business goals and user expectations. The result is a site that feels intentional, structured, and ready to grow with the brand. This project reinforced that starting fresh — when approached with clear strategy and user focus — can produce sharper, more purposeful outcomes than redesigning around existing limitations.