Not Just Another
Shark in a Suit
A modern sports agency built for professional hockey players who want more than business as usual. Founded on loyalty, integrity and a player-first mindset, blending military discipline with legal expertise to represent players as people rather than commodities.
The problem
Sports agency websites are almost uniformly corporate — glass-and-suit photography, cautious language, a client roster presented like a stock portfolio. For an agency whose entire proposition is being the opposite of that, looking like everyone else was actively working against them.
The audience also splits three ways. Players deciding who to trust with their career, media looking for a credible source, and partners assessing whether the agency is real. One site had to serve all three without diluting the message for any of them.
Representing elite athletes.
Corporate glass-and-suit imagery
A roster presented like a stock portfolio
Three audiences served by one generic site
The approach
Lean fully into the intensity instead of softening it. A dark, high-contrast build that feels as confident and disruptive as the brand itself — far from the typical corporate sports agency aesthetic, and unmistakable on a phone in a locker room.
Structurally, sharp hierarchy: who they are, what they do, who they represent. Mission and services communicated clearly, with the growing roster of professional athletes surfaced as live proof rather than a hidden page.
Who they are, what they do, who they represent.
Leaning fully into the intensity
Sharp hierarchy for three audiences
The roster as live proof
What we built
Six decisions that shaped the build, each made for a reason rather than an aesthetic.
A custom Squarespace design built with dark, high-contrast visuals that reflect the agency’s intensity and confidence — deliberately unlike its competitors.
A refined layout with clear hierarchy introducing who they are, what they do and who they represent with sharp clarity.
The growing list of professional athletes presented prominently and built to expand, because in player representation the roster is the argument.
Thoughtful animation and typography choices elevate the brand’s authority and create an energetic, modern feel without tipping into gimmick.
Every page optimised for speed, mobile responsiveness and discoverability — players and journalists both arrive on phones.
Navigation and content flow designed so players, partners and media each find what they came for without competing for the same page.
What changed afterwards
“Working with Mikkel was an exceptional experience from start to finish. I didn’t have a clear roadmap when we began — just a rough concept — and he somehow managed to bring clarity, structure, and creativity to the entire process. As the project evolved and my ideas shifted, Mikkel remained patient, thoughtful, and solutions-focused. He listened carefully, asked the right questions, and consistently delivered work that captured exactly what I was hoping for — even when I couldn’t fully articulate it myself. I’m absolutely thrilled with the final result and incredibly grateful for the effort and dedication he invested. I would not hesitate to recommend him.”
Duncan M.Not Just Another Shark in a Suit
Want this for
your business?
Thirty minutes, free. We'll work out what the site needs to do, and whether we're the right team to do it.
