Branding
and Digital

Derby County FC

To design print and digital deliverables for the celebration of the football club's 125th birthday.

Project Overview:

To create the look and feel for Derby County FC’s 125-year celebration.
Deliverables: included the DVD promotion, packaging design, digital DVD menus, and FSDU artwork for club shop and retail use.
My role was a visual designer for branding, and multi-format artwork.

Project goals:

The celebration needed to communicate unity and a new era under a new manager by including the complete match footage of the games between Manchester United.
The target audience was the supporters, club shop customers, and retail buyers.
The main objective was to create a strong anniversary identity that felt nostalgic, premium, and collectible via a keepsake DVD with exclusive content and match footage.

Creative direction:

The visual theme and tone was serious but premium in celebration of the achievements.
The 125-year milestone influenced the design by providing additional branding elements, such as the 125th logo. To depict the club’s longevity and history with its brand values.
Key graphic elements was the logo, colours, typography, and club references used.

Packaging and DVD design:

The packaging of the DVD was straight forward but the artwork approach for FSDU needed to be carefully considered because of its size and dimensions.
The DVD menus were designed to reflect the club and anniversary theme by keeping it simple and towards the look and feel of the brand guidelines given as a reference.
The content was structured for clarity and impact by utilizing the hero image of the walkout between the two teams, the logo, the custom slogan of Rams United

Retail display design:

The FSDU needed to achieve a presence within the in the club shop and other retailers.
The packaging, menus, and display worked together as one campaign by keeping brand elements consistent and within its boundaries creating unity within each user touchpoint.

Outcome and reflection:

The deliverables achieved its purpose for the anniversary celebration
The feedback from the club, retail and marketing team and stakeholders was positive.
First time creating a FSDU, so I have learned how to plan and create mockups for preprint within a retail environment. Understanding ergonomics with brand consistency.

Create a USB Card invite for a VIP event that includes onboarding data capture and exclusive digital content.

Project overview:

To create a VIP USB Card ticket campaign for the Ashes Cricket Tournament between England and Australia; sponsored by Investec and Paragon Sports.
The purpose was to identify attendees, drive pre-event engagement, support event entry.
The deliverables included a branded USB Card housed on a compliment-slip style backer; along the digital content experience within the card and a linkout to a microsite.

Project goals:

The campaign needed to achieve the collation of data of the attendees while providing them with value added content that was exclusive to them prior to the VIP dinner.
Audience include VIP attendees, sponsors, and event organisers.
The main objective was to combine secure registration with engaging branded content and event promotion.

Creative and brand direction

The USB Card was branded for the ECB and Investec by utilising their guidelines.
Graphic style, colour palette, and typography were used was to evoke premium.
The design balanced event identity, sponsor branding, and premium presentation by creating a coherent feel of legibility, colour combinations and chosen imagery.

Digital content experience

Online minisite: This included event information, maps, directions biographies and facts.
Trivia content: This involved submitting your questions to the speakers at the event.
Video message from star players included a thank you message from a Cricketer.
The content encouraged users to register and activate the card in advance by giving them pre event information and a chance to submit their questions to the Cricketers.

Print and production

USB Card face design and branding, visual content hierarchy was key with varied elements needed to be communicated within a constrained layout of deliverables.
Backer / mailer design and layout had to be bold visually accessible in terms of legibility.
The printed elements supported the digital activation process by giving a direct call to action and encouragement for users to plug, play and register their details.

Outcome and results

The campaigned gained a 98% response rate from users of all ages and backgrounds.
The campaign helped organisers and sponsors gather valuable audience intelligence that involved the name, company and contact details for further future engagement.
The system supported promotion, upselling, and targeted ticket/package sales by placing emphasis on the Lord’s Cricket Ground where it was held.

Reflection

What worked well in combining print, digital content, and audience targeting was to keep the audience engaged with content that was simple and direct and consistent visually.

What I have learned about designing for engagement and conversion is that you need to storyboard and direct the user to its potential goal and victory towards the call to action.

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