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£150 logo to now.
My marketing thoughts, my marketing projects and anything in between. Since that £150 logo project to now, my journey in marketing, always learning. 20 years and counting in marketing working with small, medium and large businesses. Get in touch today - info@nutsaboutmarketing.com
Digital Transformation of ATFC
When I arrived at Aberystewyth Town Football Club in October 2024, ATFC’s digital presence was due for a major upgrade. We needed a...
Damian Burgess
Sep 21, 20252 min read
ATFC Branding & Kit Design
A strong brand identity is crucial for any club that wants to stand out. At Aberystwyth Town, I spearheaded a comprehensive branding overhaul. This began with creating the club’s first-ever brand guidelines, a unified set of standards for logos, colours, fonts, and tone of voice. With a consistent brand in place across digital, print, and matchday materials, ATFC started to present a professional and cohesive image to fans and partners alike. One of the most visible expressio
Damian Burgess
Sep 19, 20252 min read
Social Media & Content Growth at ATFC
In the digital era, a football club’s voice is amplified through social media and content, and for ATFC, we needed to make that voice louder and more engaging. I led a revamp of the club’s social media strategy and content creation. We started telling the club’s story in more dynamic ways: behind-the-scenes videos, player interviews, eye-catching graphics, and bilingual content (English and Welsh) to include all of our community. We also launched creative fan-centric campaign
Damian Burgess
Sep 11, 20252 min read
ATFC Awards & Publicity
Great work gets noticed. The innovative initiatives and improvements at Aberystwyth Town FC didn’t just win over fans and sponsors, they also earned public recognition and media coverage. Our efforts culminated in the club becoming a finalist for two categories in the 2025 Menter Aberystwyth Business Awards. Competing for the Aberystwyth Ambassador Award and Welsh Language Champion Award highlighted how far the club’s community impact and inclusivity had come. It was an honou
Damian Burgess
Sep 2, 20252 min read
Matchday Experience Enhancements
For football fans, the magic of the club is most alive on matchday. We dedicated significant effort to enhancing the matchday experience at Park Avenue to make every home game at ATFC special. This meant looking at all the little details that matter to supporters. We overhauled the matchday programme, turning The Seasider into a visually stunning, content-rich booklet that fans now eagerly collect each game (it even won awards, as mentioned). We also launched new initiatives
Damian Burgess
Aug 27, 20252 min read
Football Kit Design for ATFC
Ever since I was a kid, I have loved football, watching it, playing it, and since mid 2024 I was part of it with my work as Commercial Manger at Aberystwyth Town Football Club. Below is a case study on my work with the club and a pinch me moment when I was tasked with designing the entire new kit range, marketing the kit and launching it to fans. Enjoy the read. A Design Rooted in Local Identity In 2025, Aberystwyth Town Football Club (ATFC) embarked on a bold redesign of its
Damian Burgess
Aug 21, 20257 min read
Going Back to Marketing School After 15 Years
This week I started the Mini MBA in Marketing with Mark Ritson, and it feels slightly strange writing that after working in marketing for more than 15 years. Notepad out, headphones in, I have taken to my home office in the evenings and tried to make sense of it all. I've run my own marketing business since 2015, worked in-house at small and large businesses, worked with football clubs, created websites, events, sponsorship, digital campaigns and worked with plenty of busines
Damian Burgess
7 days ago3 min read
Does Paid Parking Really Drive People Away from Aberystwyth?
A recent story about the amount Ceredigion County Council is taking from parking charges on Aberystwyth promenade sparked the sort of reaction you would probably expect. People argued that charging for parking would push tourists away, reduce footfall and ultimately cost local businesses money. Maybe it does. But I am not convinced we should simply accept that as fact without asking a few more questions. I live locally, I shop in Aberystwyth and I know the town well. I also u
Damian Burgess
7 days ago3 min read
Are You Doing Research, or Just Looking for Confirmation?
One of the easiest traps in marketing is deciding what we think the answer is, then going looking for research to prove us right. It happens all the time. A new product idea gets everyone excited, a campaign concept gets senior approval, or a customer journey is redesigned because internally it feels cleaner and more logical. The problem is that customers do not see the internal logic. They do not care that your new system brings three databases together, makes reporting easi
Damian Burgess
Sep 42 min read
People Can Spot AI Slop. That’s Actually a Good Thing
I saw a brilliant little example of the AI debate playing out locally this week. Llandeilo Service Station posted four potential new logos and asked people which one they preferred. The problem was that the designs had clearly been generated using AI, and the comments section spotted it almost immediately. People called them “AI slop”, questioned why a local designer had not been used and, perhaps most importantly, recognised that the designs did not really represent the busi
Damian Burgess
Aug 302 min read
What the Eiffel Tower Can Teach Us About Branding
Think of Paris and there is a good chance you picture the Eiffel Tower. Think of London and Big Ben might appear in your mind, while Sydney can immediately bring up the distinctive sails of the Sydney Opera House. You do not need to see the name of the city alongside them because the image itself is enough to trigger the association. These landmarks are not distinctive brand assets in the traditional marketing sense, but they behave remarkably like them. They have become powe
Damian Burgess
Aug 134 min read
If Your AI Advert Looks Like Everyone Else’s, What’s the Point?
There is a particular type of social media graphic that I am starting to recognise before I have even read it. It has too much text, an odd mixture of fonts, a slightly over-designed background, colours that do not quite belong to the business and a layout that somehow feels familiar even though I have never seen the advert before. Then I look a little closer and realise why. It is another AI-generated social media poster. The strange thing is that the businesses using these
Damian Burgess
Aug 69 min read
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