Umbro
Year
2016
Disciplines
- Creative Direction
- Layout Design
- Retouching
Everton was one of the key clubs in Umbro’s portfolio, and each season’s kit launch needed to reflect the club’s heritage, engage its fans, and incorporate a touch of contemporary style for the modern game.
With these guidelines in mind, I proposed a direction that combined the club’s clean, iconic colours with dynamic, free-flowing shapes to capture the energy and excitement of matchday.
The dynamic shapes were inspired by football flags, an iconic element of the sport and a clear cultural reference, both past and present. This connection helped tie the design back to the fans on the terraces.
The final outcome became a well-received kit launch campaign for the 2016/17 season, highlighting key players and reaching several thousand fans worldwide.
The campaign was deployed across digital channels, motion graphics, and out-of-home advertising in prominent locations throughout Liverpool.
