About the Project

Building a Soccer

Ad Campaign

I was commissioned by Passionate Soccer Coach to lead a bold, multi-channel campaign that highlighted their dynamic coaching services and commitment to developing players' potential. My goal was to craft a striking visual identity that would flow seamlessly across every touchpoint, including eye-catching posters, scroll-stopping social media content, an informational magazine, and custom-designed merchandise like t-shirts and water bottles. Each medium came with its own creative challenges: posters needed instant impact, social posts had to cut through the noise, the magazine required an intuitive layout and merch had to balance style with practicality.

Tackling these challenges pushed me to think on my feet, refine my design instincts, and approach storytelling with a sharper, more strategic lens. The end result was a high-energy campaign that didn’t just promote the brand, it brought it to life, marking a defining moment in my journey as a designer.

Role

Social Media Design

Research and Application

Editorial Design

Product Design

Client

Passionate Soccer Coach

Date

2025 Mar 18 - Apr 24

#1

Identifying the Problem

What is the problem this Campaign addresses?

The brand faced challenges with scattered visuals that diluted its impact and struggled to gain meaningful recognition across key platforms. Due to a lack of cross-platform connectivity, breaking through the noise in a crowded, fast-moving digital market proved to be a constant uphill battle.

What is the solution?

Create an advertising campaign that brings the brand to life with a unified, striking visual style that commands attention across every platform. Through vibrant posters, captivating social media, a soccer magazine to spread knwoledge, and thoughtfully designed merchandise, the brand can break through the clutter and elevate its presence in a competitive landscape.

#2

Research

1. Creating a SWOT analysis

To better understand the brand and its audience, I conducted a SWOT analysis that revealed key insights to shape the campaign strategy.

Strengths: The brand shines with diverse, authentic content, offering not just promotions, but real value through coaching tips, animations, and videos featuring real people engaging directly with the audience.

Weaknesses: Despite strong content, there's a lack of mainstream appeal; ads often miss clear calls to action and don’t drive traffic to the website. Cross-platform engagement is underutilized, weakening brand cohesion.

Opportunities: There's major potential to grow the audience by tapping into trending, mainstream content formats and deepening engagement with the loyal community already in place.

Threats: The digital sports training space is highly saturated, and a general lack of awareness around the value of coaching organizations poses an ongoing challenge to visibility and growth.

2. Customer opinion and needs

To make the campaign more targeted and effective, I gathered direct input from the brand’s audience through online forms and surveys. This feedback gave valuable insight into their needs, preferences, and what they felt was missing from their current coaching experience.

#3

Sketching

Design Direction: A multi-layered campaign

After analyzing audience feedback, research, and SWOT findings, I chose a multi-layered campaign as my design direction to better connect with the brand’s audience across different platforms. By combining bold posters, engaging social media content, and custom merchandise, the campaign created multiple entry points for interaction. This layered approach boosted engagement by meeting the audience when they were online, offline, and in their daily lives, while reinforcing the brand’s identity through consistent, targeted messaging.