A national governing-body digital system — competition, discovery, and Team USA in one stack.
Context
USA Ultimate is the national governing body for the sport of Ultimate in the United States. Through Haimish Studio the work focused on usaultimate.org — the public face of competition, discovery, college programs, and Team USA — so the digital system matched the scale of the organization behind it.
Problem
A governing-body site serves athletes, fans, parents, and partners at once. Without a clear hierarchy, championship information fights with recruitment and brand storytelling. The redesign had to make the sport legible to newcomers while keeping competition tools fast for people who already know the game.
Design decisions
One site, many programs
USA Ultimate runs national championships, college circuits, youth pathways, and Team USA. The site had to surface all of that without forcing every visitor through the same doorway — home for the curious, depth for the competitor, clarity for the parent and coach.
ia-programs
Discovery without noise
Ultimate is still a sport people discover mid-conversation. The Discover experience was built to explain the game, the culture, and the entry points without talking down — photography and type doing the work that a rulebook cannot.
discover
Competition as a product
Schedules, brackets, and results are the product for a large share of the audience. Those surfaces were treated as tools first — scannable, date-forward, and stable under peak championship traffic — not as marketing pages with a scoreboard bolted on.
competition
Team USA as a flagship
Team USA needed a distinct register inside the same system: athletes, kits, and international competition as the emotional peak of the brand, while still linking back to pathways that grow the sport at home.