Abstract
London Royal is a fictitious National Football League expansion team based in London, England. It was born from a desire to create a comprehensive brand identity for an athletic organization, covering various mediums and disciplines. The team identity took many forms throughout the creative process and served as a valuable exercise in audience and market research, branding, typography, print design and production, and motion graphics.
All of these individual elements come together in the form of a printed team brand guideline, a document that lays the foundation of a brand identity and serves as a resource for future design considerations. In addition, the guideline is accompanied by an animated promotional reel, posters as part of the team’s launch marketing campaign, and sample game tickets and collectible cards.