This project includes the creation of a fictional football club, from the club’s visual identity to its history, location, and community ties, every element has been carefully considered to build a believable and emotionally resonant football brand.

The goal was to develop a club that feels authentic — rooted in place, driven by purpose, and supported by a strong visual system. This includes everything from the club crest to kit designs, environmental graphics, and other supporting content.

Nestled in the heart of Cardiff’s sprawling Bute Park, Bute Park Athletic FC is a fictional football club steeped in local history and natural beauty. The club’s identity is deeply inspired by the surrounding parklands and the historic castle that neighbours their home ground, Castle Park. With a strong focus on community and a commitment to celebrating Cardiff’s heritage, Bute Park Athletic has become a proud symbol for the city’s residents.

While South Wales is already home to three professional football clubs — Cardiff City, Swansea City, and Newport County — BPAFC introduces a fresh, imaginative presence to the region. With its unique setting and deep local ties, the club brings a new and exhilarating energy to the South Wales football scene — a force to be reckoned with.

→ Branding & Identity

→ Sportswear Design

→ Digital Design