404 Error:
New York City Football Club
The Scenario
Write a 404 error message for a soccer club.
“Oops! That page pulled a fast one on us. Let’s get you back in play.”
The Brand Context
New York City FC is a professional soccer team with a brand voice that’s energetic, community-driven, and proud of its city. The tone combines athletic confidence with fan-friendly approachability. A 404 page presents an opportunity to turn a broken moment into a playful, on-brand interaction that reflects the sport’s energy and camaraderie.
My Approach
Necessary
The content communicates that the page can’t be found and offers a clear way back to the homepage.
Clear
The phrase “That page pulled a fast one on us” humorously acknowledges the error while remaining easy to understand. The follow-up—“Let’s get you back in play”—points the user toward resolution.
Concise
The entire message fits comfortably within a short block of text, ensuring it doesn’t overwhelm the visual design, especially with an action-focused background video.
Useful
It identifies the issue (missing page) and provides a clear next step with the button “Go Home.” Users know exactly how to navigate back.
Conversational
The language sounds like something a teammate or commentator might say. It’s friendly, casual, and distinctly human, transforming a technical issue into a moment of brand expression.
Branded
The soccer metaphor ties directly into NYCFC’s identity. “Pulled a fast one” and “back in play” evoke the dynamics of the game, reinforcing brand personality through sport-specific language that fans will recognize and enjoy.
Key Decisions
Used soccer-inspired phrasing to make the error page feel entertaining and thematic
Chose light humor to reframe a frustrating moment in a positive way
Added “Go Home” as a short, direct CTA consistent with fan-facing web conventions