• Art Direction
  • Typography
  • Layout Design
  • Retouching
As part of my 2016 work I was asked to propose a global kit launch direction for the upcoming football season. The end direction tapped into the notion that A loyal fan’s heartbeat is felt nowhere more strongly than at the home stadium where they go to support their teams through thick and thin, and where many fond memories are created.
This call out to the home ground of these clubs is through the stadium’s geographical coordinates, creating the foundation of the 2015/16 Kit reveal imagery. The background of the composition is formed around a silhouette of the country or country that the team is from and the core colour from the kit that is being revealed.
Through the recognition of the clubs’ home stadium and the country or county the team is based in you can talk directly to the fans.  A striking graphic execution combined to show Umbro’s understanding of the game, the clubs and the fans.
The examples below show the direction in action with both national and international Umbro sponsored clubs. The final artwork for each club was used in programme ads, retail, out of home and through the team’s social media channels
Player photography by Plan Pictures, Darren Lennon and Matt Stansfield