Experiencing the real Rory
Rory's brand centres around a single truth, Be Yourself. We set out to deliver a world-class brand experience online, something truly worthy of Rory McIlroy and his ambition; to become the world's number one sports star.
Each interaction , module and page was first prototyped in Sketch and brought to life in InVision. As a team we then iterated upon the core concept until we found what worked.
It allowed us to arrive at the underpinning of the site, a timeline. The timeline concept used elements of Google's material design library to create tiles, or 'moments' that would be a scrapbook of media from Instagram, Twitter, his own personal photography, online editorial, and fan photography. The concept allowed us to move in X,Y and Z space, creating narratives about his past (his amateur career), the present (his current average driving distance) and the future (his next big match).
Be Yourself as a central brand ambition means everything we did had to surface truth about Rory the person, and the athlete. To help accomplish this we took his key biometric and athletic data and wove it into the narrative of each 'moment'. Combining datasets ranging from the personal (heart rate whilst playing) to the statistical (distance to the pin) with eye catching visuals we designed data-visualisation that created simple easy to digest insights.