THE STRATEGY
Fresh off finishing a season of Ted Lasso, I found myself wondering what a brand new premier league club in London might look like. Truth be told, it is an incredibly saturated market. As of 2026, there are 7 premier league clubs nested in the nation's capital. One of these storied clubs is Chelsea, based in East London. Stamford Bridge, Chelsea's home stadium, is just two miles away from the beautiful Kensington Gardens. This storied and luscious respite in the heart of one of the world's largest cities is the inspiration for the project you see today.
The story of this area can really only be told through celebrating the parks, monuments, and museums that call it home. To represent the monuments and architecture, I utilized a section of the Serpentine bridge that connects the Kensington Gardens with Hyde Park. To honor the gardens themselves, I included conjoined oak leaves. Oaks frame the park and are an essential park of East London's biodiversity. Below, you'll find an imagining of the club's crest, kits, and stadium.
THE CREATIVE
