Grassroots
Reframing football culture through the places where the game begins.
Grassroots is a culture-led football brand that celebrates the game beyond the stadium — the streets, cages, parks and beaches where football is first played, shared and remembered.
Created around the build-up to the 2026 World Cup, the project uses the tournament as a cultural catalyst rather than the hero, shifting the focus from elite performance to everyday football culture. Inspired by street signage, graffiti and urban environments, the identity combines structured typography, bold colour and expressive graphic elements to create a system that works across social, campaign and apparel applications.
The result is a contemporary football lifestyle brand that champions authenticity, community and the universal language of the game.
Year
2026
Conceptual
Design
Visual Identity
Branding
Art Direction
Copy writing
Motion
The identity is built around the idea that the world is your pitch. Street-sign inspired framing devices create a recognisable visual language that can hold photography, messaging and motion across campaign and apparel applications. Subtle references to graffiti and street typography introduce texture and energy, while a bold sport-led typeface and urban colour palette reinforce movement, ownership and local pride.
