A DEEPER LOOK

For the 2020/21 season, we developed a new Art Direction that provided Chelsea FC with a fresh, distinct visual identity. Emphasizing a documentary-style approach, we aimed to blur the lines between on- and off-pitch moments, offering fans a more intimate look at the players’ personalities and fostering a deeper sense of connection. After extensive research into various photography styles that would set Chelsea apart from other clubs and sports brands, we selected a unique photo reportage style to convey authenticity. Collaborating with a chosen photographer, we captured real, engaging moments that highlighted the essence of the players in their true environments. This authentic imagery was then used throughout the season across all marketing collateral and the club’s website, enhancing the brand’s cohesive and distinctive look.