A digital home for a rugby club with history, pride and momentum.
AMB360 created a stronger online platform for Bedford Swifts RUFC, bringing the club website, squad content, recruitment messaging and visual identity together around one clearer digital presence.
The challenge.
Grassroots rugby clubs rely on people. Players, coaches, committee members, volunteers, supporters and new recruits all need to understand what the club stands for and where they fit in. A website has to make that easier.
Bedford Swifts RUFC needed a digital platform that could reflect the personality of the club while giving visitors practical access to the information they need. The site had to feel proud, direct and community-led without becoming difficult to manage or navigate.
AMB360 shaped the website around club storytelling, recruitment and usability. From the homepage and squad areas through to campaign messaging and merchandise creative, the project created a more complete platform for the club to grow its presence online.
Club-first, community-led and built to recruit.
The project focused on creating a digital presence that could support the club today while giving it room to grow with future content, campaigns and recruitment activity.
Clear structure.
The website was built around the areas people need most: club story, squad content, committee information, fixtures, updates, recruitment and contact routes.
Join The Scream.
The recruitment message gave the club a stronger creative hook, helping make player recruitment feel more memorable, energetic and connected to the Swifts identity.
Club pride.
The visual direction kept the focus on the club's colours, badge, people and personality, making the digital experience feel recognisably Bedford Swifts.
A club platform built around people, pride and participation.
Each part of the digital presence was designed to make Bedford Swifts easier to discover, easier to understand and easier to join.
A proper front door for the club.
The homepage gives Bedford Swifts a clearer online entry point, bringing together club identity, recruitment messaging and the core information visitors need quickly.
Putting the players up front.
The squad section gives the website a more human, active feel, helping showcase the people behind the club and making the digital presence feel more connected.
Turning club pride into something visible.
Merchandise creative helps extend the club identity beyond the website, giving players, members and supporters another way to feel part of Bedford Swifts.
Bringing the Swifts identity together.
The club badge, colours and recruitment message were treated as part of one connected system, helping the website, campaign creative and club materials feel consistent without losing the grassroots energy of the club.
A stronger digital foundation for a grassroots rugby club.
The final work gave Bedford Swifts RUFC a clearer platform for communication, recruitment, identity and club pride.
Homepage design
Squad content
Join The Scream
Merchandise creative
Digital hub
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