Football Insider Branding ⚽️ Football Insider is one of the most widely recognised names in modern football media, with millions of followers across social platforms and a reputation built on breaking transfer news. As the brand expanded into a wider network of 19 sister brands, the need for a unified and scalable identity system became essential. Using Football Insider as the master brand, I developed a central concept that brings “The Insider” to life. This led to a distinctive icon built from the letterforms ‘F’ and ‘I’, forming a figure standing over a football and pointing towards the brand name. This created a bold, ownable mark designed for instant recognition across digital platforms. Buzzing to finally be sharing this 😄

Oh Man, this is outstanding work. I just thinking how you implemented this masterpiece.

In a feed full of perfect gradients, this is what actually is more appreciated and stops the scroll. As AI generated design floods every feed, “human” is becoming the highest-value word in branding. [SWIPE ------->} 1. Imperfect Alignment A slightly off-grid element, a hand-drawn line, a wobble in the kerning, perfection reads as generated small deviations read as made. 2. Texture Over Gloss Paper grain, embossing, ink bleed, film grain, anything that shows a physical process signals a human hand was involved, even in a digital file. 3. Type that has a flaw, fingerprint A quirky ligature, a hand-lettered word mixed with a clean grotesk, a font with visible ink traps, one imperfect detail does more than a whole “perfect” typeface. 4. Photography of real skin, real light, real mess Unretouched pores, natural shadows, a slightly awkward pose, over-smoothed images are the fastest way to make a brand feel synthetic. 5.Copy that sounds like a person, not a press release. Contractions, specific details, a little humor, the words are part of the design system too, and stiff copy undoes every warm visual choice.

What choices do you make to achieve a design that feels human?

Great job!