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01
The standard is set by the league, not the club
At NPL level the club's feed sits next to other NPL clubs, and increasingly next to A-League content, in the same scroll. Nobody viewing it makes an allowance for the size of the organisation.
That changes what counts as finished. Detail that a junior club will never notice — an edge that is nearly clean, type that is nearly aligned, a cut-out that is fine until you look at the hair — is exactly what gets noticed here.
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02
Working to the brand, not over it
Olympic already have an identity with real equity in it. My job was not to reinterpret it. It was to build content that behaves like it belongs to that identity when the club posts four times in a weekend.
So the system takes its cues from what already exists: the crest, the palette, the way the name is set. The design decisions I made are all about consistency and hierarchy — what is biggest, what repeats, where the eye goes first — rather than about giving the club a new look it did not ask for.
Player of the match. The photograph changes weekly; nothing else moves. -
03
Photography is the variable you cannot control
Club photography is inconsistent by nature. Different photographers, different nights, floodlights on one week and afternoon sun the next. A template that only works with a perfect image is not a template.
So every photo slot is built to be forgiving: generous crop area, a gradient that holds type legible over a busy or blown-out background, and a treatment that pulls mismatched images toward a common look. A bad photo still comes out usable, which is the actual test.
Full time. Built to be filled in fast, from whatever image the night produced. -
04
A turnaround that fits a matchday
Full-time results and player of the match are worth something for a few hours. A graphic that arrives the next afternoon has missed.
Everything in the set is therefore built for speed at the point of use — smart objects, named layers, no step that requires design judgement. The person posting fills in the score, drops the photo, exports. That is the whole workflow, and it fits inside the walk back to the car park.
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05
The formats that carried the season
Matchday, starting eleven, full time, player of the match and player features, all drawn on a shared grid so a weekend's posts read as one sequence rather than five separate ideas.
The set is the deliverable, but the discipline is the point: same margins, same crest position, same type scale, every week, whoever is holding the phone.
Starting eleven — the same grid, the same margins, a different eleven names.
What the club ended up with
- Matchday content produced to a standard that holds up in an NPL feed.
- Templates forgiving enough to survive inconsistent club photography.
- Same-night turnaround, because a result graphic is worthless the next day.
- Built inside Olympic's existing identity rather than on top of it.
