Karl.Worksツ
Design and Direction
Design and Direction
Arsenal FC —
London Pride
Agency: Arsenal FC
Scope: Design, Motion
The Challenge
Arsenal’s identity is inseparable from London — its streets, communities, and history. The challenge was to create a visual language that could celebrate this local pride while still resonating with a global supporter base. The work needed to scale across large-format stadium environments, balancing heritage and contemporary expression without feeling nostalgic or exclusionary.
The Response
I developed a series of large-format supporter banners and motion assets rooted in London’s visual character. Drawing on historic football iconography, typography, and rhythm, the work foregrounded the city as a central part of Arsenal’s story. Each piece was crafted to read powerfully at scale inside the Emirates, translating local identity into a shared visual experience that welcomed supporters from around the world — united by place, history, and club.