How we work

We start in thearchive.

Before we draw anything, we dig. Your club already has its best designs hidden in boxes, newspapers and the memories of the people in the stands.

Supporters and a dog in a club scarf beside a memorial brick wall outside a groundEvery brick has a name on it

The dig

Twelve places we look, every time

Old shirts

Collectors, the club museum, fans' lofts. Collars, fabrics and badges long forgotten.

Programmes & tickets

Typography, prices, adverts and illustrations from every era.

Local papers

Library archives for the matches, headlines and photos the town remembers.

The ground

Stands, floodlights, turnstiles and signage. Architecture is pattern.

The town's trades

Mills, docks, mines, factories. The work that made the club's first fans.

The crest

Every version, and why it changed. Lost marks make great details.

Chants & terraces

Songs, banners and rituals. The language fans already own.

Legends

The players, managers and kit men fans still talk about.

Defining seasons

Promotions, cup runs, great escapes. The years worth a shirt.

Fan historians

Supporters' trusts and the people who know more than the club does.

Local makers

Artists, mills and printers nearby who can make it more real.

Where the colours came from

Most clubs have a story behind their colours. Few tell it.

From archive to revenue

Scroll to build the shirt

1

Archive

Two to three weeks in the club's history. We come back with the stories, details and artefacts worth building on.

  • Research pack of 30–60 references
  • Interviews with fan historians
  • The three strongest stories, ranked
2

Identity

One concept for the release. A name, a story and a visual language: colour, pattern, type and materials.

  • Concept statement
  • Colour and pattern system
  • Typography and numerals
3

Kit

The shirt, designed to your kit supplier's spec, so it drops straight into their production.

  • Artwork and tech pack
  • Sponsor and badge placement
  • Supplier hand-off
4

Clothing

The same story, extended to things fans wear every day. Judged on one test: would you wear it without the crest?

  • Capsule range of 4–8 pieces
  • Makers and costings
  • Retail pricing guidance
5

Campaign

Real fans, real places. Film, photography and a drop plan that makes the release an event.

  • Creative concept and shoot
  • Launch film and social content
  • Drop calendar
6

Revenue

We agree what success looks like before we start, then report on it after.

  • Sell-through and units
  • Margin per product
  • New customers reached

What a dig turns up

Example concept

A port-town club

Built by the docks

An anniversary programme for a club whose first fans worked the fish docks.

Found

Dockside stencil lettering, net-mesh patterns and the tide tables printed in the local paper.

Shirt

Classic stripes, stencil numerals, a tide-table print inside the collar. Numbered to the founding year.

Capsule

Chore jacket after the dock workers' uniform, a fisherman knit and a terrace scarf.

Campaign

Three generations of one supporting family, shot on the docks at dawn.

Let's open your archive.

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