Distorting Tradition – Kit Launch

Every season, there’s one milestone for the marketing department at a football club that may be more crucial than any other – the kit launch.
It’s what fans look forward to, as it’s a hot topic among fans, sometimes dividing them.

The design of the 2019/20 shirt deviated from the traditional blue and white stripes – it distorted tradition. This inspired our use of glitches and distorted assets, which we used within the designs for the launching assets and video.

I collaborated with the videographer and photographer to ensure a consistent approach and a successful outcome.

The final creative were distributed across social media, online and retail assets, email and finally the large-format print for the shop window.