Landing Page
PROJECT NEEDS
The Axe Club's growth and standing in the community demanded a web experience capable of supporting it, one that reflected the energy and made it easy for customers to explore offerings, book sessions, and get involved in leagues. The existing site left that opportunity largely untapped.
PROJECT SOLUTION
The project began with thorough user flow planning and direct collaboration with the Axe Club team to map the full customer journey. Custom on-location photography and original illustration were done by the Frolic team to capture the venue's tactile, welcoming atmosphere; textures like well-worn wood and the character of the lanes gave the site a specificity that stock assets couldn't deliver. A custom-built CMS system in Wordpress brought the league program fully online, integrating booking, registration, and ticketing as seamlessly as the platform allowed.
DELIVERABLES
The delivered site features clear sitewide CTAs, a self-serve league system built on custom code, and a visual language developed specifically for the brand. Together, these gave the Axe Club a digital presence capable of converting interest into action, reducing reliance on manual processes and support inquiries while better serving both new and returning customers.
Complete Mobile-Optimization
Custom user flows & Mapping
