Helping LaLiga to reach the top

One of LaLiga's main objectives was to increase its presence in different markets: China, the Middle East, Latam, etc... For this reason, several projects were oriented to fine-tune the digital infrastructure.
  • Client

    • La Liga
  • Industry

    • Sports
  • Skills

    • Information architecture
    • Research
    • Visual identity design
  • Team

    • 2xDesigners
  • Date

    • 2018

LaLiga, a growing value

For some time now, Spanish football has become an industry with millions of fans all over the world and, although it can boast an audience of almost 3 billion viewers, it still has room for further growth.

For this reason, LaLiga, the organiser of state football competitions, has begun a strategy of international expansion, with the aim of reaching new markets and establishing itself in others with exponential growth.

Focusing on innovation and quality
To achieve their objectives, they invested in strengthening the digital strategy and different projects related to internal infrastructure, data traceability and digital services offered, and it is in this context that we began our collaboration, which lasted just over a year and involved three main areas: the redesign of the public website, the functional redesign of the CMS and a mapping and optimisation of work processes.

The redesign of the public website started with a heuristic analysis, a simple tool that does not require many resources but is effective and quick. After conducting it, there were several pain points that we turned into opportunities for improvement:


Information architecture


Visual style of the website


Sense of community


Brand recognition

It is not football. It's LaLiga

Let's start with the last one, the most intangible and difficult to materialise. The starting point was that LaLiga is not only football, ins not only First and Second Division, it is a concept that is deeply rooted in the collective imagination.

Working the navigation model and the architecture macro.

We structured header and footer in thematic areas. Something as simple as this solved three problems:

  1. This navigation model was scalable and sustainable in the face of any change or growth. The website did not "break" if more items had to be added due to business or organisational needs.

  1. Any user was able to easily create a mental map of the website. With this proposal we increased usability by facilitating recognition versus recall and reduced the decision time to click, which translates into an increase in the number of page views and session time.

  1. It allowed for more advertising placements that, even in banner format, were not intrusive.

Developing a new visual framework

All the visual styling work can be summarised in three main concepts: modular design, grid and colours.

By creating a basic grid to support the modular system, each content area was assigned an identifying colour from LaLiga's corporate colour range.

In the more editorial areas (news, institutional pages, etc.) we combined the range of greys in the manual, with each colour, by type of content.

Aiming for simplicity and pleasant reading, in the consumption of these pages.

For match data, statistics, results, duels, video galleries, photo galleries, etc. we follow LaLiga's visual identity manual for television, where contrasts predominate over dark backgrounds.

The new image of LaLiga has a visual element called heartbeat, extracted from the logo, which is applied as a graphic resource to create applications within the manual. Secuoyas has adapted and applied this graphic resource within the headers, containers, news modules, etc. Developing a constant reminder of the logo, as well as a uniform image.

We designed a scalable and module-based system to meet all the content and page configuration needs of the public website.

The fine-tuning

Throughout the analysis, audit, research, conceptualisation and proposal of the public website, we were able to see the day-to-day work of the Digital Content department. Learnt first-hand about the main problems they had with the CMS and understood the processes behind creating information, understanding the life cycle of each content item. During this period of time, we were able to identify some CMS related obstacles that prevented a more comfortable and efficient content creation. This was the basis of the work we did in the following months.

Runity: teaching the world how to run without injury

Break Tour: an app to digitize paddle competitions

Shall we talk?
In a busy schedule there is always time for a coffee.
Schedule a coffee