Liverpool FC

Liverpool FC sits in the tier of world football where the brand bar is already set at the highest level. Every post goes out in front of a global audience that compares it, without thinking, to Real Madrid, Manchester City, Paris Saint-Germain and Barcelona.

Every matchday graphic has to survive that comparison. There is no soft launch at this level. Social content is part of the club's live broadcast now and the visual standards have to match.

That is the context we were working inside when Liverpool FC briefed us. A giant of the game, a heritage brand, a global fan base and a social operation that cannot afford a weak week.

Two distinct creative tracks, one shared standards bar.

Track one: matchday promotional graphics built for volume, consistency and fast in-game publishing across Instagram, X and Facebook.

Track two: a full end-of-season PFA Awards campaign with its own creative direction, shot through with the gravitas a set-piece moment of that scale demands.

Both tracks needed platform-optimised assets and a template architecture the club's in-house social team could own long after delivery.

We split the work into two creative tracks and held both to the same standards. The matchday pack is system-driven: modular, fast, obvious. Every graphic owns one job and one hierarchy.

The PFA Awards campaign is set-piece craft: slower, more considered, designed to land once and land heavily.

Both tracks share a typographic backbone and the same disciplined red and black palette so the Liverpool FC identity stays intact when both are running in the same feed week.

Photography selection was ruled to match the club's house style, with treatments specified so no image feels borrowed. Every creative decision had to survive the scroll.