LONDON LYCANS NFL FRANCHISE CONCEPT

Since the UK is home to approximately 9 million NFL fans, The National Football League has flirted with reintroducing a franchise in London since 2007. Ignoring British tropes, I wanted to create a unique and exciting identity with mass appeal to stand out among its competitors. Inspired by the beastly horrors of pop culture and gothic literature, the team channels the power, speed, and ferocity of werewolves. I also incorporated a playful tone of voice and brand personality across social media to instil a sense of humour. The goal was to make this as believable as possible by showcasing the brand in a real-world setting.