Wise men say...
Reshaping Sunderland Association Football Club through creative thinking
Sunderland Association FC
Creative Direction
2006-2012
As the Art Director for Sunderland Football Club, I assumed a leadership role dedicated to shaping the artistic vision and visual identity across various domains, including Club Brand, Marketing, Digital, B2B, and B2C platforms. In this position, my responsibilities included spearheading the ideation, art direction, execution, and implementation of all creative content and collateral associated with Sunderland Football Club.
Within the Club Brand, my focus was on crafting a distinct and compelling visual language that harmonized with the rich history and values of Sunderland FC. Collaborating closely with the marketing team, I contributed to the development of strategic campaigns that elevated the club's profile while engaging fans and stakeholders.
In the Digital sphere, I played a pivotal role in ensuring that Sunderland FC's online presence was not only visually appealing but also aligned with the evolving trends and expectations of the digital landscape. From website design to social media visuals, my emphasis was on creating a seamless and immersive digital experience for fans and followers.
In B2B and B2C initiatives, I led the conceptualization and delivery of creative solutions fostering robust partnerships and resonating with a broader audience. This involved the development of kit launch creatives, marketing collateral, promotional materials, and season ticket campaigns that showcased Sunderland FC as a brand committed to excellence both on and off the field.
My tenure as the Art Director at Sunderland Football Club allowed me to make significant contributions to the visual narrative of the club's journey. Whether celebrating historic achievements, promoting community initiatives, or engaging in forward-thinking campaigns, I played a pivotal role in ensuring that the artistic elements aligned with Sunderland FC's identity as a football club with a proud legacy and a promising future.
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