Overview:
London Football (formerly the London Football Association) has been central to grassroots football for more than a century. As both the city and the game evolved, the organisation’s old identity, formal and outdated, no longer connected with players, referees, or volunteers. I was tasked with defining the motion language for the rebrand, building a bold and energetic system that reflected modern London: diverse, dynamic, and inclusive.
London Football (formerly the London Football Association) has been central to grassroots football for more than a century. As both the city and the game evolved, the organisation’s old identity, formal and outdated, no longer connected with players, referees, or volunteers. I was tasked with defining the motion language for the rebrand, building a bold and energetic system that reflected modern London: diverse, dynamic, and inclusive.
Approach:
As Lead Motion Designer, I collaborated with the creative team to define the motion direction and visual language for the rebrand. Inspired by the design system and typography rooted in London’s street culture, I developed a motion style that was bold, confident, and full of momentum. From the animated logo to dynamic typographic treatments, every movement was crafted to capture the pace of the game and the energy of people in motion across the city.
As Lead Motion Designer, I collaborated with the creative team to define the motion direction and visual language for the rebrand. Inspired by the design system and typography rooted in London’s street culture, I developed a motion style that was bold, confident, and full of momentum. From the animated logo to dynamic typographic treatments, every movement was crafted to capture the pace of the game and the energy of people in motion across the city.