For LFC Women’s 2021-22 season campaign, we were tasked with developing the look and feel for all visual assets used in the promotion of their fixtures.
Designed primarily for digital and social platforms, the system needed to be eye-catching, distinct from the men’s team visual identity, and adaptable for animated and video-led outputs.
The Club also required artworking and usage guidelines to explain the underlying graphic system to internal teams and external partners, allowing them to deploy the campaign reactively throughout the season.
We wanted to create a recognisable visual style that stood apart from all other Club marketing assets, giving the Women’s team greater prominence to ensure cut-through in a crowded digital space.
The creative needed to be adaptable to a number of different formats, channels and media, so a modular approach was taken to the artwork build. This helped to maintain consistency across the collateral whilst enabling rapid artwork building by the Club’s own marketing teams to quickly react to messaging opportunities over the year.
