1/ST Racing

Client: 1/ST

When 1/ST, the innovation-driven brand under The Stronach Group, set out to unify its expansive portfolio—spanning world-class racetracks, lifestyle IPs, horse care initiatives, and live entertainment—they needed more than a website. They needed a digital ecosystem. I led the full UI/UX design for the 1/ST corporate website, creating a centralized experience that seamlessly merges sport, culture, and purpose.

The challenge was multifaceted: highlight 1/ST’s leadership in Thoroughbred racing while giving equal weight to its music and event productions, cutting-edge safety initiatives, and long-term commitment to horse welfare. Each section required its own voice, yet had to feel like part of one cohesive brand.

The design emphasized clarity, movement, and modularity, allowing editorial content, live event promotions, and real-time racing updates to coexist effortlessly. From racetracks like Santa Anita Park, Gulfstream Park, and Pimlico to lifestyle properties like 1/ST Live and 1/ST Bet, every brand touchpoint was strategically positioned for discovery and engagement.

The result is a sleek, content-rich platform that won a Webby Award in the Sports category, outperforming major industry players including ESPN.

This project is a testament to my ability to bring structure to complexity—designing at scale without sacrificing elegance, performance, or user experience.