Brand Identity, Art Direction, Apparel Design
Nike x London City Lionesses FC - Launch Campaign
London City Lionesses are a professional women’s football club based in London, established with a focus on creating
a strong identity and platform for women’s football in the capital. Working with HeyBigMan!, Nike London and Pro,
I contributed to the club’s visual identity and launch campaign ahead of its first season.
The challenge
The project was about establishing a distinctive visual presence for a new women’s football club while creating an identity that felt rooted in London, contemporary and credible within the wider football landscape.
The Direction
The creative direction explored how the club could express its London identity with a visual language that felt confident, progressive and distinctly its own. The work needed to translate across the club crest, apparel and wider brand communications while working naturally alongside Nike and Pro.
The Solution
I contributed to the development of club crest and badge concepts, alongside visual explorations for the first-season home and away kits. I also helped develop the supporting brand guidelines, establishing how the identity could be applied consistently across different touchpoints.
The Outcome
The work helped establish the visual foundation for London City Lionesses as a new professional women’s football club, bringing together its crest, apparel and supporting identity into a cohesive launch system. It was also an opportunity to contribute to a project involving Nike, Pro and the development of a new identity within London’s growing women’s football landscape.
A new era for football. A new club for London.
