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 expressions of our brand came with a project close to every fan’s heart: the kit design. I had the opportunity to design a new playing kit from scratch for the club. Drawing inspiration from the town’s heritage and colours, we created a kit that truly spoke to the fans – our mantra was creating “Our Fortress on Fabric,” a kit design unique to Aberystwyth’s identity. Read more in depth look at the kit design here

We followed through with a memorable kit launch event to unveil the design, generating excitement and pride among supporters. Additionally, we introduced a special pink alternate kit as part of our Pink Day charity initiative, showing that branding can have a heart and purpose. This cohesive branding, from the crest on the jersey to the visuals on social media, united the club’s look and feel, and the supporters responded with enthusiasm.

• Unified brand identity: Implemented official brand guidelines that ensure all club communications have a consistent, professional look. This consistency built a stronger brand presence that sponsors and fans trust.

  
  

• Fan-approved kit designs: Designed a new home kit that resonated so well with supporters that it boosted merchandise interest (fans wore the new shirt with pride). The design was uniquely Aberystwyth, reinforcing local pride. The successful kit launch event drew positive feedback and media mention, enhancing the club’s image.

  
  

• Consistent visuals across the board: From the website to matchday programmes to stadium signage, the new branding ensured everyone recognizes the ATFC brand at a glance. This professional consistency impressed sponsors (making partnerships more appealing) and helped the club establish a distinct identity in the league.

  
  

• Award recognition: The improved branding and design work contributed to wider recognition, our matchday programme (branded as The Seasider with the new style) even won an award for its quality, reflecting the high standards set by the new brand guidelines.

  
  

Looking to rebrand or refresh your team’s image? Whether it’s designing a standout kit or developing brand guidelines, I offer the creativity and experience to define your identity. Contact us to build a brand that your fans will rally behind and that sets you apart from the competition.