Tell us a bit about you - how long have you been working in the industry and what do you do at TwelfthMan?

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I’ve been working in the football industry since 2016, when I joined West Ham United as a Marketing Executive. Before that, I worked in financial services, so moving into sports was a significant change of pace, but a welcome one - I'm a big Liverpool supporter and have always been interested in sport, so it was an ideal move for me.

Since then, I’ve held various roles across marketing, partnerships, and account management before joining TwelfthMan in October 2023. Here, I'm the Account Director for the FA account, which has a team of around 12. It's a busy account with a high volume of projects, which always keeps things interesting!

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Are there any particular campaigns or design projects you’ve worked on that have demonstrated the growth of women's sport?

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One of the first projects I worked on at TwelfthMan was the rebrand of the Women's FA Cup, which launched alongside the announcement of Adobe as the new sponsor - a three-year deal that really highlights the increased amount of investment in women's sports.

It was a great project to work on, witnessing the new creative progress from concept and moodboard stage, right through to seeing it all come to life at Wembley at the 2024 cup final.

What was your favourite aspect of the project?

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My favourite part was seeing how our design team interpreted the brief from the FA clients and translated that into our creative, using the theme of 'Own the Stage'. This was all about dialling up the unique stories of the tournament and demonstrating how the FA Cup can be a platform for lesser known talent, shining a spotlight on their skills both on and off the pitch.

We also had the opportunity to create a wholly custom font, something I'd never been involved with before, so that was a really interesting experience. It was great seeing the designers go all the way from initial sketches to the final font, and the complexities that go into creating a full font book was fascinating to see.

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What were some differences you noticed working on a women's football project compared to men's?

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I think one of the big differences is the sense of opportunity to create something new. Women's sport is crafting its own legacy and narratives that reflect its values. Unlike men’s sports which are often bound by rigid commercial frameworks, there is flexibility to innovate, foster deep community connections, and build brand equity that aligns with their sport’s core values.