ADOBE’S eye-catching interest in Camden Town WFC – our local team in the seventh tier of women’s football – has transformed the way the club looks, and helped tell the story of its ambition to reach the very top.
Rather than being a boring case of a sponsor giving a bit of investment, having their name on the shirts and then disappearing, the software company has become active supporters, using its creative apps to design the club’s new kits and to pack a punch on a social media.
Sophia Demetriades, head of design at Camden Town WFC, said the work had been entirely “collaborative”.
She said: “It can be difficult with people in a design background to find a collaborative process, but Adobe has been incredible in their support and attention to detail, checking if we need anything and opening up a world of opportunities.
“From designing the kits, talking to the players directly and making the social media videos and brand content, we’ve worked as a team.”
Ms Demetriades, as a graphic designer, has been creating impactful content for Camden Town WFC’s social media using apps such as Adobe After Effects and Adobe Express.
The latter is an all-in-one app that enables anyone, regardless of their experience, to create eye-catching social media and marketing content.
She said: “The programmes make the design world really accessible to everyone. It’s a really easy and welcoming type of software to use. For my workload, having Adobe Express has been really useful, and as a graphic designer Adobe tools are something I use every day.”
Ms Demetriades added: “I’ve created a really close relationship with the players and I think that is really important – chatting to them and asking them which videos they like and then going from there.
“We have quite strong brand colours and we wanted to make that clear in the videos, so I also worked closely with Hattie [Crowther] who designed the kits to keep a strong sense of the brand within the videos that the players and fans recognise.”
Ms Demetriades said that the part of the design process that she enjoyed the most was the storytelling aspect, adding: “The players all have such distinct ways of playing. It’s really amazing for them to be able to see videos of themselves and how they have progressed throughout the season.
“It’s a journey and this is one of the ways they can look back on their progress and feel really proud. Coming from a design world I know the impact that first impressions and social media channels can have, and showing how hard the players work is really important and the socials should reflect that.
“You can’t be at every game and the fans can’t either and being able to catch those moments on socials puts our Camden family at the forefront of viewers’ minds.”
Ms Demetriades added that she had quickly become a fan.
“I’ve made signs and I am always really excited for the games, and I’m now so into it,” she said. “The whole team really is the loveliest bunch of people.”
Written by Caitlin Maskell for CamdenNewJournal