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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
When AI Can Make Anything, What Becomes Valuable?
Artificial intelligence inevitably featured heavily at Social Media Conference Cymru, but the most interesting discussion was not about which tool could generate the best image or video. The bigger question was what happens to creative value when the cost of producing content falls dramatically. That is where Dr Alex Connock’s session became particularly interesting. His argument was that generative AI is making competent content incredibly cheap, fast and scalable. Text, ima
Damian Burgess
Sep 306 min read
Social Media Is Not a Content Calendar
Social Media Conference Cymru gave me plenty to think about, but the strongest theme running through the day was not really about platforms, trends or algorithms. It was about purpose. Social media teams are often surrounded by activity, metrics, requests and deadlines, yet the more important question is whether any of that activity is actually helping the organisation achieve something meaningful. Beth Thomas captured that perfectly when she reflected on being very good at u
Damian Burgess
Sep 305 min read
The straw that broke the camel's back
The final advert can complete a sale without being responsible for everything that made the customer likely to buy. Marketing attribution often rewards the last visible touchpoint while ignoring the load of memory, experience and familiarity already sitting underneath it. The last interaction gets the applause A customer decides they need running shoes, searches online, clicks a paid advert for a familiar sports brand and buys twenty minutes later. The analytics platform reco
Damian Burgess
Sep 282 min read
Stop Only Marketing to People Who Want to Buy Today
Most of the people who might buy from you are not shopping today. Marketing has to convert the demand that exists now while also improving the chances that future buyers know, remember and consider the brand when their moment eventually arrives. Current buyers are unusually visible People who are in market search, click, visit product pages, compare prices and fill in forms. Their behaviour creates useful signals that platforms and sales teams can observe. Because those signa
Damian Burgess
Sep 252 min read
You cannot optimise your way to infinite demand
Performance marketing can become remarkably efficient at harvesting existing demand. The difficulty is that no amount of optimisation can create an unlimited supply of people who currently need the category. Efficiency eventually hits a ceiling A business discovers that search advertising works. It improves landing pages, tightens targeting and increases spend. Customer acquisition remains healthy, so the budget grows again. For a while, more investment produces more sales an
Damian Burgess
Sep 182 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
Sep 113 min read
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