MG 25
Uniting Canada’s brightest MBA minds through innovation, competition, and digital equity.
Outcomes
95%
seamless user accessibility
450+
participants engaged
60%
enhanced digital
visibility
Overview
The MBA Games is Canada’s largest and most prestigious competition for MBA students, established in 1988. It brings together top MBA programs from across the country to compete in a dynamic mix of academic, athletic, and spirit challenges. Participants showcase their leadership, teamwork, and innovative thinking while fostering connections that extend beyond the event.
The MBA Games 2025 (MG 25) unites 450+ students from 14 universities across Canada. It combines tradition with modern design, delivering an unforgettable experience for students, organizers, and sponsors alike.
The 2025 theme, Digital Equity: Closing the Chasm, emphasizes inclusivity and accessibility in the digital age, ensuring that all participants have equal opportunities to connect, compete, and thrive.
Team
12 Org. Committee
1 Graphic Designer
1 Product Designer
Ledership
My Role
Designing a responsive website to serve as the central information hub for the event.
Extending and refining branding materials to align with the event's professional and energetic tone.
Producing printable (e.g., schedules, posters) that reinforced the brand while meeting event-specific needs.
User Role and Audience
Participants MBA students accessing event information.
Sponsors and Judges Stakeholders requiring a polished and professional experience.
Organizing Team Facilitating efficient communication and event management.
Problem Statement
How might we create a cohesive and engaging brand experience for MG 25 that embodies the Digital Equity: Closing the Chasm theme while ensuring usability and accessibility across all participant touchpoints?
MG 25
Internal web portal for meetings
MG 25
Internal web portal for meetings
01 Empathize
I began by conducting competitive analysis, studying other major event websites and branding to identify common trends and unique approaches in the market. Additionally, I researched current UX trends to understand the best practices in accessibility and user experience.
Insights gained from this research, combined with interviews from the event organizers, helped me understand user pain points and expectations for the MBA Games experience. The goal was to design an experience that was both engaging and easy to navigate, with a strong focus on accessibility for all attendees.
02 Define
The project’s core concept was built around the theme of Digital Equity, focusing on creating an inclusive and accessible experience. The defined deliverables included:
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A responsive website to provide central event information and schedules.
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Brand extensions to maintain visual consistency across various platforms and media.
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Participant resources that were simple, clear, and easy to navigate.
I focused on delivering a cohesive brand experience that reflected the event’s spirit while addressing the accessibility needs of participants, ensuring an efficient and welcoming experience for everyone.
03 Ideation
During ideation, I explored various design solutions while adhering to the existing brand identity, especially the logo and visual guidelines developed by the graphic designer. The design concept had to be aligned with the established brand, ensuring seamless integration across all event touchpoints.
Ideas for the website, event materials, and participant resources were brainstormed and refined, with a strong emphasis on simplicity, clarity, and inclusivity. Subtle extensions to the original logo were integrated to create consistency, all while staying true to the event’s core message of Digital Equity.
04 Design
High-fidelity prototypes were created for the key design elements, including the website, participant signage, and printed materials. The website prototype focused on ease of use, accessibility features, and responsive design across devices.
I also developed visual mockups for posters, digital assets, and participant guides, ensuring consistency with the existing brand while making sure all materials were accessible. Feedback from initial user testing was incorporated into the final iterations to ensure maximum usability and visual impact.
RETROPRESPECTIVE
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Working alongside brand designers emphasized the importance of clear communication and role clarity in ensuring a unified output.
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Adhering to pre-established branding while introducing new designs reinforced the need for strategic innovation.
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Focused on creating a user-friendly and inclusive digital experience for diverse audiences.
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Regular feedback loops during prototyping improved the overall functionality and usability of deliverables.
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Effective prioritization and phased rollouts ensured the timely delivery of all assets, even under tight deadlines.