With the UK home to approximately 9 million NFL fans, the National Football League has flirted with the idea of reintroducing a franchise in London since 2007. Rather than relying on British clichés, I set out to create a unique and exciting identity with broad appeal, ensuring it would stand out in the competitive market. Drawing inspiration from the beastly horrors of pop culture and gothic literature, the team embodies the power, speed, and ferocity of werewolves.

I also infused a playful tone of voice and brand personality across social media to introduce a sense of humour, helping to humanise the brand. The goal was to make the concept as believable as possible by showcasing the identity in a real-world setting, creating an authentic connection with fans.