Task 3 – Concept Development 

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Initial ideas and concept development

Brand Personality & Brand Matrix – Created in Canva (Canva, 2026)

Working as a team of one, I didn’t get any input from the marketing team when establishing concepts for this design brief. This meant when it came to establishing an art direction for CFSs (C. F. Shirts, 2026) World Cup collection, I chose to stick to tools I knew. By creating a Brand Personality and Brand Matrix, I was able to instantly visualize my clients pre-existing tone and imagery. This allowed for their core values to once again shine through, aiding me in with some very rough sketches. By focusing my designs primarily around either the company shirts or football icons, I was hoping to capture some of the key words searched during the world cup season, thus organically adding awareness to CFS (C. F. Shirts, 2026) as intended.

4 rough illustrations, demonstrating some early marketing ideas.

I finished off my initial concepts, with a brief look into future potential colour palettes and typography. Thanks to CFSs (C. F. Shirts, 2026) website and socials, I was able to pull together a colour palette inspired by their posts. By using a combination of muted primary colours, paired with the brands icon dark green, I aim to add to the companies pre-existing brand guidelines by enhancing that feeling of nostalgia in their products. This sentiment was also instilled in my choices of fonts, with a heavy retro typeface holding my attention.

Colour Palette & Typography – Created in Canva (Canva, 2026)

My goal is ultimately to create a series of adverts that instil a sense of nostalgia in CFSs (C. F. Shirts, 2026) audience by using ICONS from throughout history to add to the allure of the upcoming event.

The Big Idea: Collaborative Brief & Feedback

Moving into the collaborative feedback portion of this brief, I went in with a huge disadvantage. This was obviously due to my lack of a team. This meant that a large portion of my peer feedback ending up stemming from friends and family.

5 Further Developments, based off my sketches and exploring more ideas. Created in Procreate (Procreate, 2026)

Despite this initial set-back I didn’t allow that to stop me from developing my sketches into more visually legible illustrations. By choosing to illustrate my sketches as apposed to developing into photography, I allowed myself more room for alterations thanks to peer feedback. This was very much the case with some of my early t-shirt designs. Thanks to peer feedback, I altered many of my designs by adding more football related figures or memorabilia, this quote “became more visually engaging and stylized like content football fans were used to consuming”. By shifting the focus more onto the icons themselves as apposed to merely CFSs (C. F. Shirts, 2026) merchandise, it allows the audience to more casually consume the marketing products in association with the world cup. This ultimately gives the client more wiggle room when it comes to awareness over sales.

Call-To-Action, showing my client key pillars for this brief – Created in Canva (Canva, 2026)

Building from my sketch developments, I wanted to address feedback associated with my clients end goals. Large portions of my peer feedback, centered around concerns that due to a personal dislike in football, I wouldn’t fully grasp what CFS (C. F. Shirts, 2026) wanted me to bring to the table design wise. In order to combat this, I decided to create a call-to-action to really break down each section of my clients wishes. This resulted in the establishment of three key pillars, all centered around engagement and recognition.

Reflection and Further Development

3 Prototypes, developed from my sketches and further development – Created using Canva (Canva, 2026)

When shifting into the final stage of my initial developments, I wanted to solidify which initial ideas I wanted to develop. This resulted in three variations focused around my icon series. By experimenting with photography and adding bold typographical features, I was able to grasp strong concepts to polish off in my final stages of this brief. These are also prototypes I aim to develop into my social media advertisements.

Website Mock-ups showing six different variations. Covering: home page, landing page, product listing and product details.

As for website and mobile frameworks, I decided that rough draft mock-ups were a more logical first step. By creating rough sketches of potential page layouts, I was able to combine this with CFS (C. F. Shirts, 2026) pre-existing website layout to create limited time site alterations centered around the world cup. This includes specific landing pages, alongside ICON series advertisement throughout the site. With the help of peer feedback, I was also able to consider features such as a ‘decade specific icons’ categories, allowing CFS (C. F. Shirts, 2026) wide range of fans to feel included. This also opens the door for them to be able to promote their exhibitions centered around football legends, again feeding into that natural as opposed to forced brand awareness.

Overall, moving into the heavier design stage, I want to polish off my concepts and develop more iterations focused around multiple iconic players. This paired with the addition of social media posts, mural concept and physical brand products, should result in a campaign that aligns with the clients end goals and ultimately brings more awareness to both the world cup and Classic Football Shirts (C. F. Shirts, 2026).

References