In the summer of 2022, Lucy Bronze and the Lionesses went on to win their first Lionesses international tournament, and we were there supporting the entire journey.

The Euros were held in England, and support was huge for the Lionesses and we wanted to capitalise on the momentum off the pitch with the fans. With this in mind, we set out to create an all-encompassing campaign that not only connected with the Lionesses and Lucy’s fanbase but also included them. From this the hashtag We Are Lionesses was created. We created a bespoke wordmark to visualise the wordmark on all social assets.

The wordmark was heavily inspired by the home kit badge, having a reflective embossed feel to it, highlighting the pinks and purples when light hit the badge. The wordmark served as a visual device that sat on all social graphics throughout the campaign.

Additionally, all social graphics were inspired by the home kit, using the kit's subtle angular pattern on the front of the jersey, to create a bespoke background for pre-game and post-game assets, that would later become a template for post-game assets.