The 2020/21 Ipswich Town home kit marked the 40th anniversary of the club's famous 1981 UEFA Cup win under Bobby Robson, a commercially and culturally significant launch. The pandemic created an immediate problem: manufacturing delays meant no physical kit existed, social distancing meant no player access, and no photoshoot was possible.

Rather than scale back the campaign, I pitched to build it entirely through illustration, working from minimal reference imagery to draw five current players in the unreleased kit, which became the foundation of every campaign asset. The work extended across social media, digital in-store displays, matchday programme artwork, campaign messaging and a voiceover script for the launch video, threading the current squad together with the legendary 1980/81 UEFA Cup-winning side.

As an additional incentive, I developed a series of six collectable postcards, one for each round of the original UEFA campaign, offered with every pre-order purchase. The campaign drove pre-order sales that surpassed the entirety of the previous season's four-week pre-order period within 48 hours, and opened a further commercial avenue through commemorative illustrative merchandise across the rest of the season.

You can see more of this project here

Check out the away kit launch project here