project 17 cup 2025 -show your step
Community sports campaign identity
Honoured to craft the visual identity for Alex Iwobi yearly P17 football tournament for the second year. A day of sport, unity, and support for those affected by sickle cell. Every detail designed to make an impact.
Design approach
A flexible grid system for social, print, and on-site use
High-impact typography designed to cut through busy environments
Photography-led layouts to prioritise real moments over polish
the challenge
Project 17 needed a campaign identity that could energise participants, celebrate grassroots culture, and create a strong sense of belonging around the tournament.
insight
Community sport thrives on visibility and pride. Participants don’t want to be marketed to — they want to be seen.
creative direction
The identity puts people at the centre — using bold typography, expressive photography, and vibrant colour to celebrate movement, emotion, and togetherness.
