Campaign Design
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Branding
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Campaign Design ✹ Branding ✹
Club 18-92
Client: Newcastle United (2025/26)
With Newcastle heading to Europe for the Champions League, the team at Studio Something created Club 18-92 - the club’s very own fake travel agency. Inspired by 90s travel aesthetics, the campaign gave fans something fun to laugh about, share, and rally behind. I was responsible for creating the visual identity and brand world, with guidance from Michael Kinlan, as well as designing graphics for a series of mock 90s-style TV ads for social, animated by Fee Sheal and Andrei Staruiala. I also helped design our custom out-of-office generator, built by Grant Mac.
The Design Process:
For Newcastle fans, this is the treat. It is the reason why those rainy nights and hard fought points matter. It’s travel, fun and adventure! Like when you work all year answering emails and taking calls - then you get a holiday and it’s time for leisure.
So, instead of looking to other football content we were inspired by retro travel ads, the Jet 2 Holiday trend and brands like Vacation. Everyone is competing for eyeballs these days so it was much more interesting to design something that looks cheesy and tacky on purpose - embracing that retro charm is definitely part of the magic!
It’s also not often you see fans reactions to your work in real time so seeing comments like "whoever made this needs the keys to the city” was brilliant.
