Hobby Pass

About the Project

HobbyPass launched as a brand new startup, with no existing logo, website or established audience. Before any design work began, SGD ran a strategy workshop with founder Hunter Campbell to define exactly who the site needed to speak to.

The website needed to do two jobs at once: help hobbyists understand the value of membership and make joining easy, while also giving hobby store owners a clear, sales-ready page explaining how a partnership could bring more foot traffic and repeat business their way. Brand tone mattered too. Hunter was clear that he wanted the identity to avoid an overly minimal, generic startup look, and instead lean into the fantasy and medieval themes that run through the hobby world, while still feeling premium rather than like a discount club.

Our Solution

• Digital Strategy WorkShop: Before any design work started, a strategy workshop mapped out the target persona, key messaging and a full sitemap, so the website’s structure and content were grounded in a clear picture of who HobbyPass needed to reach and what would matter most to them.
• Design and Branding: The logo combines the H and P of HobbyPass within a shield shape, drawing on the medieval and fantasy themes at the heart of games like Warhammer and Dungeons & Dragons, set in a purple and metallic gold palette that avoids the overly minimal look Hunter wanted to steer away from.
• Website Desing: A Site Built for Two Audiences
  The sitemap was structured to serve hobbyists and potential hobby store partners side by side, with How It Works, Membership and Events guiding members, and a dedicated Partners page acting as a sales-ready asset SGD’s earlier discovery work identified as valuable for outreach conversations.
• Website Desing: Built to Launch Lean: As an early-stage startup, HobbyPass didn’t need a heavy custom build. An Express website framework kept the project efficient, putting the focus on getting the brand, messaging and community foundations right for launch.

Results
The HobbyPass website launched in 2025. The project delivered:

• A brand identity built from scratch, reflecting the fantasy and hobby world it serves
• A website structured for both hobbyists and potential hobby store partners
• Clear messaging developed through a dedicated strategy workshop
• A direct, low-friction path from visitor to member
• A partner page supporting hobby store outreach and partnerships
• A dedicated partner page supporting HobbyPass’s outreach to local hobby stores

HobbyPass now has a brand and website built to grow with the community it’s creating, giving hobbyists and hobby store partners alike a clear reason to get on board early.