Aston Villa

Dragon Rouge London is a global branding agency where I interned between my second and third year of university. Working alongside the team on a range of clients, the most notable was a full rebrand of Aston Villa FC reimagining the club's visual identity to bring it in line with the modern standards set by other Premier League sides. My primary focus was brand strategy. This involved researching the club's heritage and positioning, identifying creative directions, and pitching concepts to the team weighing up approaches that balanced tradition with modernisation, and considering how the identity would need to communicate across everything from matchday to merchandise to digital platforms. I also contributed directly to crest design, exploring compositions, colorways, and typography to find a mark that felt both iconic and contemporary. The resulting crest went on to be used on Aston Villa's kits for the 2023–24 season.