Second Half is a publication-based website owned and operated by the Michigan High School Athletic Association. As one of our longest client relationships, MHSAA came to us with the idea of building a separate space where fans (parents, spectators) could submit articles, along with the content produced by their team of journalists.

We delivered a striking website redesign that highlights featured articles and videos and makes it easy for visitors to share content through social media channels. Second Half has custom-built features like infinite scroll that generates additional content as the reader approaches the end of an article, encouraging longer sessions and more impressions.


  • Striking web design
  • Ability to publish various forms of content
  • Easy social media sharing
  • Infinite scroll functionality
The MHSAA Second Half website on a laptop

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