own a match ball

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The brief for this project was to create visual assets for the ‘Own a Match Ball’ campaign, offering fans the opportunity to purchase official match-used balls from the 2025 UEFA Champions League Semi-Finals and Final. I led the art direction across the campaign, focusing on the development and refinement of the assets’ look and feel to elevate the exclusivity of the offering.

The campaign ran across the second half of the 2025 season, requiring a flexible approach due to the unknown Semi-Final and Final line-up. This led to a two-phase design rollout: an initial set of assets ahead of confirmed teams, followed by updated versions once fixtures were finalised.

The first phase followed UEFA brand guidelines while avoiding any reference to specific teams. The concept focused on the Champions League ball hitting the net, capturing the moment of a goal, supported by the line ‘Own the Goal’.

The second phase began once the Semi-Final and Final teams were confirmed, allowing for a more tailored visual approach. The designs introduced a brighter direction, incorporating UEFA’s visual style through updated colour palettes and backgrounds to distinguish between the Semi-Finals and Final, alongside mock-ups showcasing the match balls in their display format.

This phase included a range of assets across email, social, and web, delivered for use across official UEFA Champions League channels.

Concept graphics were also developed for stadium and match day advertising, including LED scrolling boards and large-format display stands, extending the campaign’s presence beyond digital channels.

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