Whilst static soldier poses seemed to be the norm when shooting the first team each year across the board, I wanted to capture their athleticism, personality and form. Bringing players to life through a multitude of captured moments and from 4 different camera angles.

This imagery has been utilised across all publications as well as daily social posts and commercial use.

As part of of a brand revision, both the Chelsea FC programme & magazine obtained new identities. Using the new creative direction from the photography to hero / shape / and form a collectible seasonal series.

Creative direction of both the shoot photography and then graphical treatments.

Socials assets were designed to push you to find out more about each players. By styling them in active wear allowed us to capture them in more personal and relaxed settings and situations.

Chelsea Heath Club campaign launch

After a lengthy overhaul of the Chelsea Health Club & Spa,
a campaign to bring in a more youthful audience was briefed.

Emphasising the athletisism of form and bold use of colour and type, both online and printed assets supported a wider South West london lauch campaign.

Creative direction given to the Chelseafc.com site which went live in 2018. Adhering to the brand guidelines whilst designing a fully integrated site with a brief to innovate and advance our platform.

2012 - Brand Guidelines

During the 2012/13 season, I oversaw the implementation of the brand guidelines and site portal. This involved sessions with all internal stakeholders. Sections were built to to distinguish certain areas of
the business.

The portal was built to allow employees and external partners access to brand assets and the guidelines themselves.

Creative direction was given to unify the CFC social accounts across all platforms. Each match day needed its own iteration with special interest in both pre and post game assets.

Due to the team playing away from home, these graphics would revise to that of the selected uniform the team wore, then the in-game graphics would be added into to the templates.

The Bridge kids website is aimed at Junior CFC supporters aged between 7-12. Filled with games and apps, the creative direction given needed to align and adhere to our brand guidelines but also to portray the sense of adventure and excitement.