grassroots growth

grassroots growth

Brand development, website design & build, graphic design

Clwb Cymru is a Football Association of Wales Trust programme created to educate and develop key club volunteers and facilitate them to grow their grassroots club within their local Welsh community.

We created the Clwb Cymru brand and a broad suite of information resources, and built a new digital platform to support the clubs.

From day one the goal was to ensure the users’ journey was at the heart of everything we designed and developed and to ensure that their journey was as simple as possible. 

The website will grow massively over time, so creating a design that works with minimal and maximal content was very important. We planned this through thorough testing of the UX and UI, internally and externally with stakeholders to identify the strongest route to future-proofing this build.


“at høpp they truly care!”

The team have taken the time to understand me, my project and the needs of our volunteers who sit at the heart of Clwb Cymru. Having never worked on this type of project before they have provided some incredible insight and suggestions that I would have never even considered.

Danielle Warnes, Club Services Manager, FAW Trust

The logo was designed to represent the many hands of volunteers within the community linking together to support one another in making their club the best that it can be within ‘The Welsh Way’ FAW Trust brand vision. The circular graphic of the logo and the volunteer ecosystem formed the basis of the design and navigation for the site. 

From approval of the UX, prototyping commenced, with a serious focus on implementing technologies that provided the user with an easy and informative way to navigate through the site, such as the circular navigation device and carousel, which makes it easy to find information and reinforces the function and form of the logo. 

The individual resources which sit within sections of the site also form an easy-to-search master resource library, for the clubs to download and use in both English and Welsh.