WHITE64 created a site to reinvigorate this historic high school basketball game.
Held annually since 1974, the Capital Classic features the brightest talent in high school basketball from Washington, DC, and around the United States in a game pit against each other. Now in its 44th anniversary, the game needed a brand update to help reframe its importance for US basketball fans. Tysons Corner, Virginia–based ad agency WHITE64 breathed new life into the Capital Classic with a promotional site that prominently features the game’s new identity while preserving its legacy.
Never one to back down from a challenge, WHITE64 completed this entire project pro-bono—with all the production constraints that pro-bono implies. The site’s core experience surrounds the event—always displaying a hero unit that directs visitors to purchase tickets in the top right corner—but the ad agency realized that the Capital Classic needed a presentation deck to woo sponsors, as well as print materials for press events. The online presence cements these assets with the event’s history, merchandise, location details and schedule. A “record” section displays past scores of the Capital Classic by decade, and a yearbook-style photo section features famous basketball players who have participated in the game, including Lebron James, Magic Johnson and Michael Jordan.
WHITE64 built the site in WordPress, utilizing Advanced Custom Fields and the repeater field to create scalable blocks of content. This offers a flexible framework for the Capital Classic team to update the page with more information as the event approaches.
Date: January 26, 2017