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Contrada Cavalli Website Brief
Purpose
This site is a simple "vetrina" website for a small-town sports club. It is not a campaign landing page, not a startup homepage, and not a heavily branded concept piece.
The goal is to present the club clearly and make it easy to:
- call
- open Instagram / Facebook
- book on Playtomic
Core Content
The content should stay very close to the current real website.
What the site needs to communicate:
- Contrada Cavalli
- sports club in L'Aquila
- Padel courts
- Tennis courts
- Beach Tennis/Volley in the summer
- phone number
- Playtomic booking link
- address / map
Avoid inventing extra services or narratives.
Do not add filler copy such as:
- "campi disponibili"
- "prenotazione rapida"
- "high-frequency booking"
- "summer social play"
- marketing slogans that sound campaign-driven
Tone
Tone should be:
- calm
- local
- clear
- adult
- refined
- direct
Tone should not be:
- cheeky
- overly sporty in an aggressive way
- startup-like
- luxury-hotel fake
- nightclub / neon promo
- overly playful
- ad-like
This is a local club site, not a brand activation.
Layout Expectations
The site should feel close to the existing website in information architecture, but better designed.
A good structure is:
- hero with club name, image, and clear booking / contact CTA
- sports offered: Padel, Tennis, Beach Tennis/volley (summer)
- contacts
- address / map
This can be compressed if the design is strong, but should remain simple and literal.
CTA Priorities
The most important action is:
- book on Playtomic
Then:
- call
- open Instagram / Facebook
CTAs should be obvious, but not loud or gimmicky. No hard-sell marketing language.
Preferred labels:
- Prenota
- Prenota su Playtomic
- Chiama
- Apri mappa
Visual Direction
Design should feel refined through:
- spacing
- alignment
- proportion
- typography
- restrained use of color
- strong photography
Not through:
- flashy gradients
- random glow effects
- oversized slogan copy
- decorative filler blocks
- fake premium language
Images are important and should be used. The site already has real imagery that should inform the layout.
Typography
Typography should feel designed, but not theatrical.
Avoid:
- overly loud poster typography unless extremely controlled
- novelty fonts
- generic "AI landing page" typography
Typography should support clarity first.
Copy Rules
Copy should be minimal.
Use real, literal statements. Short factual phrases are better than invented descriptors.
Good examples:
- Padel
- Tennis
- Beach Tennis/Volley in estate
- Centro sportivo a L'Aquila
Bad examples:
- Book the court before the sun does
- Fast booking. Bright energy.
- Premium without pretending to be a hotel.
What To Optimize For
Optimize for:
- a small local club looking trustworthy and well-designed
- clarity
- easy contact
- easy booking
- resemblance to the real current site, but more refined
What To Avoid
Avoid mockups that feel:
- awkward in spacing or margins
- overdesigned
- underdesigned
- filled with placeholder marketing text
- structurally unrelated to the current site
- concept-art instead of usable website directions
If Creating New Mockups
When creating mockups for this project:
- start from real content, not invented messaging
- use only the actual sports and actual contact modes
- keep copy sparse
- make one clear hero
- use real images
- make Playtomic booking prominent
- keep contact access visible
- prefer refinement over novelty