England Master Brand
Led the evolution of the England senior men’s and women’s teams’ visual identity, creating a unified One England brand system. Responsible for scaling the brand across all channels, environments, and campaigns while maintaining consistency, flexibility, and high-volume output.
The Problem
The existing identity was inconsistent across teams, channels, and touchpoints
Limited flexibility for seasonal campaigns and team-specific differentiation
High-volume production created errors and inconsistencies
Responsibility
Directed a team of designers through the concept, design, and implementation of the new system
Defined core rules for colour, typography, graphic assets, and modular templates to ensure repeatable application
Oversaw rigorous testing of assets across digital platforms, print, and stadium environments
The System
Unified visual language: Flexible rules allowing team differentiation while maintaining cohesion
Governance framework: Clear guidelines for internal and external teams to follow, reducing errors and rework
Scalability: Designed to support multiple campaigns, touchpoints, and high-volume output
The Outcome
Brand system adopted across all teams as the standard for new campaigns and executions
Improved consistency, speed, and confidence in brand application among internal teams