WSL - Partner Content
The Challenge
The Women’s Super League works with some of the biggest brands in the UK, each with their own identity, objectives and established partnership properties. The challenge was to rethink how that entire partner ecosystem showed up across social, creating work that felt more premium, more distinctive and more relevant to modern football audiences.
The Project
Working across nine commercial partners, I helped develop a new creative approach for the WSL’s always-on partnership content. This covered recurring formats including Barclays Player of the Month, British Gas Save of the Month and Airbnb Matchday Maps, alongside a wider range of partner-led content designed to live throughout the season.
The Opportunity
The existing formats needed to work harder. With content appearing regularly across the same channels, there was a risk of individual properties becoming predictable or overly templated.
The opportunity was to build stronger creative identities around each partnership while establishing enough consistency for everything to still feel part of the same WSL world.
Building the System
I explored new visual systems, campaign territories, typography, image treatments, motion principles and content structures, considering how each idea could flex across players, clubs, statistics, fixtures and different social formats.
Rather than treating every asset as a standalone piece of design, the focus was on creating repeatable creative systems that could evolve throughout the season.
Motion and Emerging Technology
Motion became an important part of the approach, helping bring more energy and storytelling into recurring content.
I also explored how AI could be incorporated into selected creative routes, using emerging tools as part of the design process to create more unexpected imagery and ideas while maintaining a clear connection to the wider WSL brand.
The Solution
The project ultimately became a broader evolution of how WSL partner content could behave across social: giving individual sponsors a more ownable presence, creating greater distinction between recurring content properties, and building a flexible creative toolkit capable of supporting a full season of output.
The Outcome
The result was a more distinctive, flexible and contemporary partner content ecosystem that could work across multiple brands, formats and moments throughout the season.
The project brought together brand thinking, art direction, social design, motion and emerging technology, while balancing the needs of the WSL, its commercial partners and a highly engaged football audience.
