Fan-First Digital Platform
Putting the fan at the centre of everything
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AFC Ajax is one of Europe's most storied football clubs. But Ajax is not a club that lives in the past. They understood early that a modern football club operates more like a media company, and that their digital platforms needed to reflect that ambition. Jungle Minds was asked to develop a new digital vision and redesign the platform from the ground up.
The Challenge
Ajax needed a digital presence that could do justice to the club's identity and keep fans deeply connected, not just during matches but throughout the week. The platform also needed to accommodate new and growing parts of the Ajax brand, including the Coaching Academy and a newly formed esports team, without feeling like a patchwork of disconnected products.
Approach
As Creative Lead for all Ajax projects, I was responsible for the overall creative direction, from developing the initial proposals to working alongside the team on the day-to-day design. The project resulted in a future-proof digital strategy and a versatile design language that could flex across all touchpoints: the responsive website, the iOS and Android apps, in-stadium content, and esports.
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The fan-first strategy shaped every design decision. Content, navigation, and features were all built around what fans actually want: exclusive content, live match updates, and a genuine sense of closeness to the club they love.
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Result
The redesigned Ajax digital platform launched to strong reception and was nominated for a Dutch Interactive Award. New initiatives like the Ajax Coaching Academy and the esports team fitted seamlessly into the fan-first framework, demonstrating the flexibility of the design system. The relationship continued for over five years, a testament to the strength of both the strategy and the ongoing design partnership.
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My role
As Creative Lead for all Ajax projects, I was responsible for the overall creative direction, from developing the initial proposals to working alongside the team on the day-to-day design.
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