Wolves FC

Wolves FC is one of England’s most historic football clubs, but following new Chinese investment and growing ambition, the brand felt fragmented and outdated. The club needed an identity that could match its forward momentum while staying true to its roots. Our challenge was to modernise the brand without losing the raw edge that made Wolves iconic, and to do it in a way that worked across every channel, from grassroots to global.

As Lead Designer, I worked alongside the team at SomeOne to create a modular identity system built entirely from the geometry of the Wolves head logo. We developed a custom typeface, interior design assets, digital templates, and a full visual language that flexed across stadium interiors, merchandise, broadcast, and social. The result was a cohesive, powerful brand built from the badge out, helping Wolves express its identity with clarity and confidence across every touchpoint.

2019

Lead Designer