Sports promotion

MHD Promotions

Modernizing a Boxing Promotional Website for Clarity, Conversion, and Brand Trust

MHD Promotions are based in Belfast, Northern Ireland founded by CEO Mark H Dunlop.

Representing fighters in both the United Kingdom and Ireland and established in 2012 they are the longest running professional boxing company on the island of Ireland.

I was reffered to MHD and led the end‑to‑end UX design of the new site, building the information architecture, content structure, and visual system from scratch.

Challenge & Opportunity

Starting with no previous website meant designing an experience that could:

  • Establish brand credibility immediately
  • Communicate offerings clearly to first‑time visitors
  • Organize a wide range of promotional product categories
  • Support simple, low‑friction inquiries
  • Scale as the business grows

The absence of legacy content was an advantage — but it also meant every decision needed to be intentional, from navigation to messaging to visual hierarchy.

Goals

  • Establish a Professional Online Presence
  • Build an Intuitive Information Architecture
  • Communicate Value Clearly
  • Support Lead Generation
  • Create a Scalable Foundation
  • Improve Accessibility and Usability

UX Strategy

The strategy centered on building a clean, credible, conversion‑ready experience.

  • Reorganized structure icon

    Establish a clear information architecture - With no existing structure, I created a hierarchy that supports scanning and exploration.

  • Consistent formatting icon

    Build a strong visual hierarchy - Clean typography, consistent spacing, modular content blocks, hero imagery to anchor each page, clear CTA placement

  • Visual hierarchy icon

    Create a professional brand presence - Designed a header with a prominent logo, introduced a modern, trustworthy aesthetic, crafted messaging that communicates value quickly

  • Brand integration icon

    Optimize for conversion - “Join MHD” as the primary CTA, multiple entry points to contact, reduced friction in the inquiry flow

My role

  • UX Strategy
  • Information Architecture
  • Content Structure & Messaging
  • Wireframing & Layout Design
  • Visual Design Direction
  • Accessibility & Usability Considerations

Impact

The final website provides MHD Promotions with:

  • A credible digital presence where none existed before
  • A clear, intuitive structure that supports browsing and discovery
  • A professional brand identity that builds trust
  • A conversion‑focused experience that encourages inquiries
  • A scalable foundation for future product expansion

Reflection

Designing from scratch is both a challenge and an opportunity. Without legacy constraints, I was able to build a clean, modern, user‑centered experience that aligns with business goals and user expectations. The result is a site that feels intentional, structured, and ready to grow with the brand.

Project visuals at a glance

The below visuals demonstrate how I transformed MHD Promotions online presence through thoughtful design.

Desktop and Mobile Lo-fi prototypes

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New website

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Latest News
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View website

COMPANY feedback

Mark Dunlop

“Working with Richard on the design of mhdpromotions.com was exactly what we needed to bring our brand into the spotlight. We wanted a site that felt dynamic, professional, and easy for fans to navigate—highlighting upcoming events, our featured boxers like Colm Murphy, and the latest news without any clutter. Richard delivered a sleek, modern look that captures the energy of professional boxing while keeping everything straightforward and mobile-friendly. The integration of our event listings, gallery, and Instagram feed works seamlessly, and the overall user experience has already led to more engagement from our followers. I'm also happy with the ease of adding events, boxer profiles and pictures to the website. Richard provided a full training session and video for me to refer back to.

Communication was excellent throughout—responsive, creative, and always on point with our vision. If you're looking for someone who understands how to turn a passion-driven business like ours into a strong online presence, I highly recommend Richard. He helped put MHD Promotions in the ring with a knockout website.”

CEO
MHD Promotions Ltd

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