AllOutMaine

The idea

Maine has courts, fields and rinks in nearly every town and plenty of people who would play if they knew where and when. There was no single place to find a game. AllOutMaine is that place: post a game, see who's in, and show up.

Brand identity

The AOM monogram tells the story in three letters: the A holds an Eastern white pine, the O is a ball, and the M is a mountain range. The palette comes from Maine's 1901 pine-tree flag (pine green, star blue and buff sand) with a red accent borrowed from Portland's Hearts of Pine soccer club.

I wrote a full brand guidelines document covering the logo, color, type and app icons so every flyer, post and screen stays consistent.

The web app

AllOutMaine is an installable web app, so there's no app-store download. Players browse upcoming pickup games, check a live map of who's playing right now, and join with one tap. Parks and rec departments, YMCAs and clubs get verified pages for drop-in times and events, and local organizers run full leagues with schedules, standings and brackets.

I designed and developed it myself, including the map, check-ins, notifications, a points and passport system, and a public blog that publishes three times a week. Every public page is built for search engines and AI assistants to read.

Launch and social media

I planned and designed the launch campaign and a steady run of posts after it: feature announcements, milestone celebrations at 100, 150, 200 and 250 players, new sports, and welcome posts for partner organizations like UMA Bangor, the Old Town-Orono YMCA, Hermon Mountain and the Penobscot Rivermen lacrosse league.

Merch and photography

The AOM shop sells hats and tees printed and embroidered in Maine, including a Get Pickled shirt for the pickleball crowd. I designed the apparel and shot the lifestyle photos used across the site and social, from sunset basketball to a summer hat giveaway.