Championing Inclusivity through Design

Rainbow Laces is a pivotal campaign aimed at combating homophobia, biphobia, and transphobia in sports. In collaboration with Paddy Power, we initiated a bold move: sending Rainbow Laces to every professional athlete and many individuals nationwide, inviting them to stand against discrimination.

As the lead Creative Web Designer for the Italian market, my role gave this campaign a powerful digital presence. My objective? To craft a website experience that was not just functional, but also engaging and resonant with the campaign’s ethos. I meticulously designed the UX and UI for mobile and desktop platforms, ensuring accessibility and ease of use for a diverse audience.

Working in close collaboration with the Italian Brand Team and the Web Agency Red Onion, I navigated cultural nuances and language barriers to create a universally appealing and user-friendly interface. My focus was on encouraging users to actively participate in the campaign and share their support on social media, amplifying our inclusivity message.

This project wasn’t just about design, it was about making a statement and driving social change. Through thoughtful design strategies and a deep understanding of user behaviour, I helped turn a simple pair of laces into a symbol of solidarity and a tool for social change, resonating with thousands across Italy.