Understanding the client and context was a key part of developing my campaign for Classic Football Shirts, particularly as this project involved collaboration with marketing students. Before beginning any design work, I carried out research into the brand itself, analysing its strengths, weaknesses, and areas for improvement. This included looking at how the website functions, how products are presented, and how the brand communicates visually. The findings from this research are presented through supporting visuals, but overall it helped me identify opportunities to enhance clarity, modernise certain elements, and better highlight key campaigns such as the World Cup.
Moodboard
Alongside this, I created a moodboard centred around the 2026 World Cup. This explored the use of bold, vibrant colours, dynamic football imagery, and strong, impactful typography. The aim was to capture the energy and global excitement of the tournament while still aligning with the heritage focused identity of Classic Football Shirts. This process was important in shaping the overall direction of the campaign, as it allowed me to visually define how the designs could feel both modern and nostalgic. It also made it easier to communicate ideas clearly when working collaboratively with the marketing team.
Competitor Research
To further understand the context, I analysed how other brands present world cup related content. Looking at websites such as Nike, Adidas, Sports Direct, and Cult Kits allowed me to evaluate how effectively they structure their pages, promote products, and guide users through their content. This competitor research highlighted common patterns, such as strong hero banners, clear calls to action, and simple navigation. These insights directly informed my own design decisions, ensuring that my work would feel familiar and intuitive to users while still offering something visually distinct.
Social Media Research
Social media was another important area of research. I reviewed Classic Football Shirts existing presence across platforms to understand how often they post, the type of content they share, and how they engage with their audience. This helped establish a clearer picture of their brand voice and digital strategy. Based on this research, both myself and the marketing group decided to focus on Instagram and TikTok, as these platforms are highly visual, widely used, and effective for reaching a large audience. This decision also influenced the style and format of the campaign assets I would create.
Sitemap development
Finally, collaboration with the marketing students played a significant role in shaping the project. They initially provided a site map outlining the structure of the website and helped come up with the campaign name, however, I felt it lacked detail. Building on their work, I developed a more refined and comprehensive site map, with a particular focus on how the World Cup campaign would integrate into the existing Classic Football Shirts website. After presenting this to the group, the feedback was positive, which reinforced my design direction and gave me confidence moving forward.
Figjam Board