Situation:
Charlton Athletic Football Club wanted to promote its 2017/18 matchday hospitality packages in a more memorable and premium way. Traditional brochure formats had become stale and lacked the emotional impact needed to capture the excitement of matchday experiences.
Project Goal:
I was asked to design a printed brochure that would break convention, reflect the energy of football, and boost both corporate sponsorship interest and hospitality bookings.
Action:
Inspired by the geometry of a football, I developed a bold hexagonal print concept. The brochure was physically cut into hexagon shapes, allowing each page to connect with others in a honeycomb layout. This modular design invited interaction, stood out on coffee tables, and reinforced the brand’s connection to the sport. I designed all visuals and layout elements, using vibrant photography, a red tonal system aligned to Charlton’s branding, and a clean type hierarchy to showcase premium experiences like the Millennium Suite, Executive Boxes, and Centre Circle Dining.
Result:
The brochure became a conversation starter among sponsors and VIP guests. It was praised internally for innovation and externally for boosting engagement. Its creative format helped increase hospitality bookings and set a new visual benchmark for future club campaigns.
