Cardiff City FC
An engaging & diverse kit launch campaign that aimed to tie the culture of the club together, capturing real moments from fans and players in their own environments. The design style was flexible and adaptable, which was vital for being able to produce assets for both the Home & Away campaigns. The goal was to capture real moments from real fans in their own environments. Bringing in this emotion would help relate to the wider fanbase, while also showcasing the kit in its most natural light.
Completion Date
2021
Category
Campaign, Art Direction
Sector
Sport
Design Style
The campaign's aesthetic was crafted to evoke a raw, home made feel using hand-drawn elements alongside organic, hand-shot visuals. Grainy film photography, paired with custom hand-drawn typography, gave the design an authentic, tactile look. The use of scratchy textures and scrapbook-inspired compositions amplified the sense of personality, ensuring that both the essence of Cardiff and the kits were integrated into the overall visual identity.
Home & Away
Home | Locations across Cardiff were scouted to represent different communities and backgrounds from a diverse range of fans. The journey spanned from Aberdare all the way back down into the city. Art direction and careful planning were key to achieving such a broad range of shots in various areas. Away | For the Away shirt launch, the focus was on the players. The same narrative was followed, taking them around the stadium to capture real moments that tie into the campaign strategy. The aim was to paint CCFC in the best light possible.
Deliverables
Web Graphics & Collateral, Social Media Graphics, Digital & Print Media
Credits
Toward Studio, Dave Griffiths
