For the 2020/21 season we developed a new art direction for Chelsea FC, giving the club a fresh and more authentic visual identity. The approach centred around documentary-style photography, blurring the lines between on- and off-pitch moments to give fans a closer look at the personalities of the players and create a stronger sense of connection.

I researched different photographic styles that could help differentiate Chelsea from other clubs and sports brands, eventually defining a visual language that felt more natural and human. Once the direction was established, I worked with a selected photographer to capture imagery that reflected this approach.

The resulting photography was used throughout the season across marketing collateral and the club’s website.