Western Sydney Wanderers FC – Season 2019/20 Outdoor Advertising Campaign
Breaking the rules of consistency to build a season-long visual identity that demanded attention.
Industry Sport, Football
Scope Outdoor advertising, posters
The Overview
At Western Sydney Wanderers FC, the brief was to reimagine what consistency could look like for a football club’s season-long outdoor campaign.
Rather than relying on one fixed visual style, the idea was to build a flexible identity system where each match told a different story, cinematic, expressive and visually distinct, yet still unmistakably Wanderers.
The result was a bold outdoor campaign that evolved week by week while holding together as one cohesive season.
The Challenge
The Wanderers needed a campaign that would reignite fan excitement for their return to Wanderland and keep attention high across the entire 2019/20 A-League season.
Each home match required its own creative energy, designed to stand out across Sydney’s streets and feel relevant to the moment.
The challenge was connecting these individual match campaigns under one recognisable visual language, without flattening creativity or falling into repetition.
The Solution
I designed a season-long series of outdoor advertising campaigns where typography, tone and colour discipline became the connective tissue.
Each round drew inspiration from a different creative world, while maintaining a shared typographic rhythm and restrained colour palette to create cohesion without conformity.
Key rounds included:
Round 1 – Return to Wanderland
Launch posters celebrating the club’s homecoming and rallying fans for the opening fixture.
Round 3 – Rivals Are Forever
Sydney Derby posters inspired by The Shining, creating a bold, unsettling visual tone for the rivalry.Round 7 – Comic book and pulp styling
High-energy player posters using bold callouts and graphic illustration techniques.Round 13 – Vintage newspaper headlines
A typographic, nostalgic approach to ring in the new year.Round 20 – Bauhaus and Japanese typography influences
Structured, minimal compositions designed to reset the season’s visual
rhythm.Round 24 – Rivals Are Forever (Derby Two)
A supporter-led execution using Western Sydney postcodes and collage design.
The Result
The campaign gave the club a flexible, expressive design system that felt as unpredictable and alive as the season itself.
It broke away from standard football advertising conventions and set a new creative benchmark for how the Wanderers could evolve visually across future seasons, without losing identity or recognition.
