A DEEPER LOOK

For the 2020/21 season, we developed a new Art Direction that gave Chelsea FC a fresh, distinct, and authentic identity. By embracing a documentary-style approach to photography, we aimed to blur the lines between on- and off-pitch moments, offering fans a closer look into the individual personalities of the players and fostering a deeper sense of connection. Extensive research into various photographic styles helped us identify a unique visual language that would set Chelsea FC apart from other clubs and sports brands. Once the direction was finalised, we collaborated with a carefully selected photographer to capture compelling images that embodied this vision. The resulting photography was featured prominently throughout the season, enhancing all marketing materials and the club's website, and successfully differentiating Chelsea FC’s brand identity.

Photography: Elliot Wilcox