As a founding member of the Football League, West Bromwich Albion Football Club has a rich 145-year history. Forged in the Black Country through hard graft and strong values, the club’s brand identity needed to honour this heritage while also looking forward with excitement.

From developing a new club motto to creating a cohesive brand identity system, I was involved across every stage of the brand development process, helping shape an identity that could carry the club forward for years to come.

One of my main roles was creating a new monogram crest. Inspired by the industrial marks and typography of the Black Country, the monogram became a distinctive brand asset for moments when the primary club crest wasn’t appropriate, such as premium brand touchpoints.