Friday Night Fever
Problem
With around four home games falling within a single month, the Wellington Phoenix needed a matchday campaign that could stand on its own rather than blur into the last one. The challenge was twofold: keep the creative feeling fresh game after game, and produce it fast enough to be resized and deployed across social, web, and digital billboards without the turnaround eating into the rest of the month's workload.
Solution
To keep pace, I built a flexible design system rather than one-off campaigns that used custom typography paired with player photography, using assets that could be quickly resized and rearranged for whichever platform they were going to. That meant less time rebuilding layouts from scratch for each game, and more time actually making each one look different from the last.