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CarMax Park Website

The Richmond Flying Squirrels and Diamond District team launched a major redevelopment effort to transform the area adjacent to Scott’s Addition. As part of this multi-phase project, they needed a website that would bring the story of the new ballpark to life and engage the Richmond community through every step of its development.

Role: Lead Designer & Front-End Developer
Client: Richmond Flying Squirrels / Visual Appeal
Deliverables: Website Design, UI/UX Strategy, Front-End Development, Brand Integration

Approach

My goal was to create more than an informational site — I wanted to design a storytelling platform that reflected the energy, optimism, and sense of community surrounding the project. The challenge was to balance visual excitement with a clear and flexible content structure that could grow as the development progressed.

“From the very beginning, I wanted the site to feel as vibrant and full of motion as a day at the ballpark.”

Design Process

Design Direction
I drew inspiration from the sensory experience of a ballpark — the open space, light, and movement. These ideas informed the use of airy layouts, dynamic motion effects, and layered imagery that gave the site depth and energy.

Visual System

  • Color Palette: Blends the warmth of Richmond’s identity with bold, energetic tones to reflect the excitement of the Diamond District project.

  • Typography: Clean sans-serif fonts paired with structured headers for readability and impact.

  • Imagery: Full-screen hero video and architectural renderings immerse visitors in the vision of the new stadium.

Layout & UX

  • Designed with a modular grid system for easy scalability as the project evolves.

  • Integrated scroll-triggered animations to reveal milestones in the ballpark’s story.

  • Prioritized accessibility and responsiveness to ensure a seamless experience across all devices.

Outcome

The launch of CarMax Park unveiled not only a new name and brand but also an interactive, visually compelling online destination that celebrates Richmond’s next chapter in sports and community life.

“The site captures the spirit of progress — evolving right alongside the stadium itself.”

The website continues to serve as the digital hub for updates, design reveals, and milestones, connecting fans, residents, and partners to the story of the city’s most anticipated development.

Featured Highlights

Hero Section: Motion-driven visuals introducing the CarMax Park brand


Render Gallery: Interactive image panels showcasing stadium architecture


Timeline Feature: Scroll-based storytelling of the development phases


Responsive Design: Optimized for seamless mobile and desktop experiences