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Brand identity and campaign design for a grassroots women’s football club

With an exponential growth in players of all ages, Winchester City Flyers needs a permanent home to continue to support the vision of girls and women’s development and participation in playing and coaching football. This will encourage more players to join and benefit from learning football skills, and to improve their social and mental health skills.

Following their ethos - Every girl has a chance. No girl turned away. - Winchester City Flyers approached me to create a brand identity for their fundraising campaign Get Behind The Goal, which is looking to create the home for female sports in Winchester.


Central to the brief was the idea that the campaign needed to represent and address people of all ages and the strong sense of community that is felt by all involved in the project and in the Winchester City Flyers.

Upon agreeing on a concept, the logo, typography, colour palette and design elements were refined and implemented on a dedicated website and social media campaign, on outdoor posters and flags and on t-shirts and tote bags.


To meet the target audience and vision that defined the project, the brand communicates and reinforces Winchester City Flyers sense of community and inclusivity in a bold yet approachable way, tying in all the campaign’s ambitions.

To ensure the project responded to the brief and resonated with the community, the conceptual stage was developed closely together with the client group, comprised of parent's players and different members of the board.


The project timeline was tight. Design sprints were facilitated where concepts were shared openly, and stakeholders were welcome to bring any ideas to the table.

The logo and brand aesthetic take cues from the football universe, making it clear and recognisable. The colour palette draws from the Winchester City Flyers colours making the brand relatable and familiar to the existing supporters, whilst the combination of typography used in the logo is playful and cool, capturing the attention of new audiences.


The photography puts emphasis on the girls, empowering the next generation of players to become stewards of supportive growth and development.