All WorkATFC
Uniting a community through a bold new identity.
Client
ATFC
Year
2023
Role
Brand Designer
Timeline
6 Weeks
The Project
Unitingacommunitythroughaboldnewidentity.
Overview
A community football club in need of a fresh identity that reflected its culture, pride, and ambition both on and off the pitch.
Client
ATFC
Timeline
6 Weeks
Role
Brand Designer
Services
The Problem
Where we started.
The existing branding lacked cohesion and failed to inspire the sense of pride the club stood for. Players had no connection to the visual identity.
01 / 03
The Challenge
Where the real work began.
The existing branding lacked cohesion and failed to inspire the sense of pride the club stood for. Players had no connection to the visual identity.
“We needed something our players would be proud to wear.”
The Approach
How we solved it.
Heritage Research
Step 1 / 3
Deep dive into the club's history to find authentic visual anchors for the new identity.
Process
How we got there.
Research
Club history, community values, and competitor audit.
Identity Design
Crest, colour palette, typography, and kit concepts.
Applications
Signage, merchandise, and digital assets.
Launch
Full rollout for the new season.
Impact
The numbers.
Merchandise Sales
Following the rebrand launch
Social Engagement
Across club channels post-rebrand
Player Approval
Unanimous team vote in favour
Next Project
