Club
Shaping a mobile football ownership game into a bolder, more distinctive brand and product experience.
CLUB is a football ownership mobile game that puts fans in control of their own club. Real-world player performances feed into the experience as users build squads, compete in leagues and shape their club over time.
Across an 18-month role, the design remit spanned brand evolution, marketing and in-game UI. The focus was to give CLUB a more distinctive presence in the football gaming category, while building a visual system flexible enough to work across product, campaigns and social content.
CLUB is a football ownership mobile game that puts fans in control of their own club. Real-world player performances feed into the experience as users build squads, compete in leagues and shape their club over time.
Across an 18-month role, the design remit spanned brand evolution, marketing and in-game UI. The focus was to give CLUB a more distinctive presence in the football gaming category, while building a visual system flexible enough to work across product, campaigns and social content.
Role
Role
Lead visual designer across brand, marketing and UI
Project
Project
In-house
Scope
Scope
Brand Development, UI, Motion, Social
Built to compete
Built to compete
The football gaming category is crowded and visually familiar. CLUB needed a sharper point of view that could feel credible to football fans while carrying the pace and energy of gaming culture.
Electric green creates an immediate and recognisable presence, balanced by two blues that give the system greater flexibility across digital environments. Expressive typography, organic texture and motion add urgency and character, creating a visual language that can shift between player-led campaigns, social content and broader brand communications.
The football gaming category is crowded and visually familiar. CLUB needed a sharper point of view that could feel credible to football fans while carrying the pace and energy of gaming culture.
Electric green creates an immediate and recognisable presence, balanced by two blues that give the system greater flexibility across digital environments. Expressive typography, organic texture and motion add urgency and character, creating a visual language that can shift between player-led campaigns, social content and broader brand communications.
From campaign to interface
The identity needed to flex between expressive marketing and the practical demands of a detailed mobile game.
Within the product, a foundation of neutral grey-blue tones creates clarity around information-heavy screens. Electric green identifies live states, blues support key actions, and focused accent colours communicate feedback, progress, rewards and currency.
A refined icon system brings further consistency to navigation, connecting the interface to the wider brand without compromising usability. Together, the colour, typography and iconography create one recognisable experience across the game and everything surrounding it.
The identity needed to flex between expressive marketing and the practical demands of a detailed mobile game.
Within the product, a foundation of neutral grey-blue tones creates clarity around information-heavy screens. Electric green identifies live states, blues support key actions, and focused accent colours communicate feedback, progress, rewards and currency.
A refined icon system brings further consistency to navigation, connecting the interface to the wider brand without compromising usability. Together, the colour, typography and iconography create one recognisable experience across the game and everything surrounding it.
500,000 downloads
Since launch, CLUB has grown to more than 500,000 downloads, building a strong player base and continuing to evolve as a live mobile game.
The brand and product have naturally developed since this stage of the project, becoming more established as the game has grown. This work captures an earlier phase of CLUB’s development, focused on creating standout, energy and recognition in a competitive football gaming category.
Since launch, CLUB has grown to more than 500,000 downloads, building a strong player base and continuing to evolve as a live mobile game.
The brand and product have naturally developed since this stage of the project, becoming more established as the game has grown. This work captures an earlier phase of CLUB’s development, focused on creating standout, energy and recognition in a competitive football gaming category.
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© 2026 Ross Hammond
Get in touch
© 2026 Ross Hammond
Get in touch
© 2026 Ross Hammond