Portsmouth FC Social Branding

This self-initiated social branding project explores a new visual direction for Portsmouth FC, creating a contemporary identity built specifically for the pace and variety of football social media. The aim was to develop something recognisably Portsmouth without relying on the familiar visual conventions of club graphics, combining bold typography, structured layouts and subtle texture with a more editorial approach.

The system was designed and built entirely in Figma, using reusable components and flexible layouts to create a consistent set of templates covering matchdays, team news, results, player content and other key moments across the season. Rather than treating every post as a standalone piece of artwork, each asset follows the same underlying grid, typography and graphic language, allowing the identity to remain consistent while adapting to different formats and amounts of information.

Colour plays a major role in creating that variation. Alongside Portsmouth’s traditional blue, the identity expands into dedicated away and third-kit colourways, allowing the visual language to shift with the team while remaining part of the same wider system. The result is a social identity designed to feel clear, distinctive and contemporary — rooted in Portsmouth, but flexible enough to evolve across an entire season.