Tony the Tiger Sun Bowl Website Redesign

Role: Creative Direction and Lead Designer (Hello Amigo)
Team: Content & Copywriting - Angie Kimmel | Development - Brandon Silverstein

Overview

The Tony the Tiger Sun Bowl, one of the longest-running college football bowl games in the nation, needed a modern, intuitive website that captured the energy of game day and made it easier for fans to buy tickets and access key event information. The existing site was outdated, cluttered, and difficult to navigate, with important content buried across multiple pages. With the bowl game approaching, the Sun Bowl Association needed a redesigned experience that could boost engagement and support event attendance.

Approach

To bring the Sun Bowl’s excitement online, I led the creative direction and UX/UI redesign from the ground up. My approach focused on clarity, energy, and fast wayfinding:

• Rebuilt the site architecture to reduce clutter and make ticket purchasing, schedules, and event details easier to find in fewer clicks.

• Designed a bold visual system featuring dynamic football action photography and an energetic blue-and-yellow palette (selected to stay flexible for future sponsor changes).

• Developed a component-based design system to ensure consistency and make it simple for the Sun Bowl team to update content throughout the season.

• Optimized layouts for mobile-first behavior, knowing fans often check schedules, parking, and game-day info on the go.

• Collaborated closely with development to ensure smooth implementation under a tight, pre-game deadline and incorporated required sponsor logos seamlessly.

Impact

• The redesign delivered strong results for the Sun Bowl Association:

  • 20% increase in ticket sales after launch

  • Higher site engagement in the weeks leading up to game day

  • Positive feedback from fans praising the site’s clarity and updated look

  • Sun Bowl Association noted improved usability, stronger event visibility, and a cleaner, more modern digital presence