London Lions Football Team
Overview
The London Lions Football Team needed a stronger visual identity that could better represent the club both on and off the pitch.
The goal of the project was to create a brand system and merchandise range that felt professional, memorable, and community-driven—helping strengthen the club’s presence, improve recognition, and create a stronger connection with players, supporters, and the wider football community.
This was not simply about designing a logo, but about creating an identity that players could wear with pride and supporters could connect with emotionally.
Branding
Merchandise Design
Visual Identity Development
My Role
I led the creative direction across branding and merchandise design, developing a visual identity that reflected the club’s ambition, energy, and sense of community.
This included logo development, brand direction, apparel concepts, merchandise design, and supporting visual assets that could work consistently across kits, promotional materials, and digital platforms.
The focus was on creating a cohesive identity system that felt both modern and timeless—something that could grow with the club long-term.
The Challenge
Football club branding carries emotional value. It needs to feel authentic to existing supporters while also helping the club present itself professionally to new players, sponsors, and the wider community.
The challenge was creating an identity that balanced tradition with a stronger modern presence—something bold enough to stand out visually, while still feeling connected to the culture and personality of the club.
Merchandise also needed to feel desirable and wearable, not simply functional, helping extend the brand beyond matchday.
Approach
The process began with understanding the club’s identity, values, and the emotional connection supporters had with the team.
From there, I explored visual directions that could strengthen recognition and create a more premium, unified brand presence.
This included:
logo refinement and identity development
typography and colour system
merchandise and apparel concepts
branded assets for promotional use
supporting visual consistency across physical and digital touchpoints
The goal was to create something bold, recognisable, and built for long-term use rather than short-term visuals.
Solution
The final identity introduced a stronger and more confident visual presence for the club, helping the London Lions feel more established and instantly recognisable.
The merchandise range created additional brand touchpoints beyond the pitch, allowing supporters and players to engage with the club in a more meaningful way while reinforcing loyalty and community.
Every design decision focused on making the club feel more professional, memorable, and commercially stronger.
Outcome
The project delivered a clearer, more cohesive club identity that improved visual consistency across branding, apparel, and supporter merchandise.
It strengthened the club’s presence both internally and externally—helping players feel stronger ownership of the badge while giving supporters a more recognisable brand to connect with.
Most importantly, it created a long-term identity system that supported both club culture and future growth opportunities beyond the pitch.
Client Feedback
"Rocky was excellent with his service and advice. He designed several options very quickly, was open to adjustments, and produced a superb design for us. With the service and design work being so great, we will ask him to build our website too."
— Rav Thiara, Football team manager