I worked across the launch and rollout of all three Watford FC kits for the 2025/26 season, contributing to the creative direction and design execution of the launch campaigns. My focus was on how each kit was introduced, communicated and experienced across digital and physical touchpoints.
A shared narrative framework was developed for the season, giving each kit its own story while maintaining a cohesive visual identity across the full rollout.
Graphic Design, creative Direction, Artworking
The home kit launch centred on the fans and their deep connection to the club. Built around the tagline ‘Our Home’, the campaign celebrated Watford’s identity through photography shot on location in and around Vicarage Road.
For the away kit launch, we extended the season narrative with ‘Our Nature’. A reference to the forest green colourway, the club’s commitment to sustainability, and the passion and intensity of the players and fans.
I played a key role in shaping the creative direction and rollout of the launch campaign, helping translate these ideas into a clear and confident visual language. The launch was supported by a tangible environmental commitment, with a donation made from every shirt sold to local tree-planting initiatives.
The third kit was a limited-edition collaboration celebrating Elton John’s extraordinary connection to Watford FC. Continuing the season’s narrative, ‘Our Song’ referenced both Your Song — played before kick-off at Vicarage Road — and the shared history between the club, the artist and the fans.
Launched for the home fixture against Blackburn Rovers to mark 50 years since Elton’s involvement with the club, the campaign was designed to feel celebratory and culturally significant. I contributed to the creative direction and design execution of the launch, positioning the kit as a collector’s piece while honouring a defining chapter in the club’s history.
The release was met with an overwhelmingly positive response, with the shirt becoming the fastest-selling kit in Watford FC’s history.
The project required balancing heritage, storytelling and modern football culture across multiple launches, ensuring each kit had a distinct voice while feeling part of a unified season narrative.
Photography: Ben 'Dusty' Rhodes & Alan Cozzi
Videography: Ben 'Dusty' Rhodes, Ben Fullylove, & Zakk Holroyd
Design: Luke Burford, Jaden Haynes, & Niall Walsh
