Jaclyn&Rae - 2023

UNIVERSITY SPORTS GRILL.

WHERE SUN DEVILS RALLY.

At University Sports Bar, located in the heart of Mill Avenue, I led a full website redesign to better connect with its core audience of sports fans and college students. I crafted a bold new brand persona that reflects the energy of ASU pride and the Mill Ave nightlife. The updated site features a sleek, dark color palette to evoke the bar’s late-night atmosphere, while custom photography brings the space to life with real moments of game day excitement and student energy. I also introduced new brand typefaces and refreshed the color scheme with bold reds and yellows—an intentional nod to Arizona State University’s spirit and the bar’s unapologetically fun vibe.

This rebrand was more than just visual—it was strategic. I positioned University Sports Bar as the go-to destination for Sun Devils looking to celebrate, watch the game, or grab a drink after class. Every design decision was made with the Mill Ave audience in mind, creating a seamless, high-energy user experience that mirrors the in-person environment. The result is a digital presence that finally matches the bar’s personality and pulls in exactly the crowd it wants to serve.