Barnsley F.C. – Season 24/25
Branding, campaigns, print and digital assets
Barnsley, an EFL Division 1 club, has ambitious goals for promotion to the Championship and beyond. In 2024, Monomo partnered with their shirt sponsor, Parliament, to reassess their visual identity and messaging.
The first step in this process was to conduct a design and communication audit. This initiative served as the basis for developing the Club’s creative strategy and tone of voice for the 2024/25 season and beyond. Our approach focused on creating a player-centred, image-driven campaign aimed at enhancing the Club’s brand and visual output. The goal was to strengthen the connection between fans and players and foster a sense of pride within the community. This strategy emphasised the need for a consistent branding and engaging visuals to ensure a professional and polished presence across all digital platforms and print materials.
Context
A comprehensive suite of social media templates was created for all three kits: Home, Away, and Third. In total, over 90 user-friendly and editable Photoshop templates were created for the Barnsley FC Media Team to use before, during, and between games.
Additionally, more than 2,000 studio images were captured of players and staff. Out of these, 130 player images were “cut out” to facilitate easy placement against various backdrops, depending on the team kit colour or the specific requirements of a campaign. These player images were utilised in graphics for Goal, Player of the Match, Starting XI, Join Us, Meet the Players, and many more.
Reportage-style images were used for graphics such as Half-Time and Full-Time. These tightly cropped, dynamic match photographs vividly capture not only the action but also the effort, skill and endeavour of the players.
Achieved
Impressions across all social media increased by 182%.
The club gained 23,828 new followers over 6 months (5,614 on Instagram, 3,167 on TikTok).
Video views increased by 279.6% with 16.5m video views during the season, over 6.5m of which came via Instagram.