bdes (hons) Graphic Design
Michael Louth
Chance United FC
Chance United is a branding project that looks into creating a safe, open environment for people experiencing gambling harm. Football is a facilitator for harm through its extensive sponsorship of gambling companies however football at its core is very powerful and can help bring people together for a common cause.
The football club’s identity and the meaning behind the badge.
Front & back view of the club’s playing kit. This would be the kit that would be worn by the club.
Close up visuals of the kit. The clubs tag-line “A chance for Change” can be seen on the inner neck line.
The kit is made up of betting slips with hard-hitting quotes or statistics about gambling and its negative impact.
As part of the identity an extensive brand bible was produced detailing the origin story of the club whilst also
displaying how the brand should be used in future instances.
Other brand items such as a football were produced, tying in with the graphic language of the club
As well as the football, club flags were also produced.
Close up visuals of the home kit and goalkeeper kit.
The final branding applied in its environment showcasing all items produced for the project.