Umbro
Year
2016
Disciplines
- Art Direction
- Typography
- Layout Design
- Retouching
In 2016, I was tasked with proposing a global kit launch direction for the upcoming football season. The concept centered on the idea that a loyal fan’s heartbeat is felt most strongly at their home stadium—the place where they stand by their team through thick and thin and where countless cherished memories are made.
This connection to the home ground was expressed through the stadium’s geographical coordinates, forming the foundation of the 2015/16 kit reveal imagery. Each composition featured a silhouette of the country or region the team represents, paired with the primary color of the kit being unveiled.
By highlighting both the club’s home stadium and its location, the campaign spoke directly to fans, combining striking visual design with Umbro’s deep understanding of the game, the clubs, and their supporters.
The examples below illustrate this approach in action, across both national and international Umbro-sponsored clubs. Final artwork was applied across programme advertisements, retail displays, out-of-home campaigns, and the teams’ social media channels.
