Women’s football in Poland still faces the stereotype of being a “lower-quality version” of the men’s game. At the same time, it is at a turning point: its visibility, fan base, and overall appeal are growing, while it continues to build its own distinct identity. Our goal was to position Stomilanki as a new force in football: authentic, positive, and rooted in healthy emotions. It represents a version of the game that restores its original values: respect, fair play, and the pure joy of playing. In this way, Stomilanki can become a pioneer of a new language for women’s football, one that is confident in and proud of its own identity.

LOGO

The starting point for the redesign was the club’s existing crest. Preserving its character and distinctive elements, we developed it further, refining and modernizing the mark into a cleaner, more balanced, and intentionally structured form while maintaining the identity and recognition built over the years.

KEY VISUAL

We designed a complete visual language for the brand based on dynamism, a strong sports-driven character, and flexibility. The system uses bold, expressive typography and powerful compositions that create a sense of movement and energy. The color palette was designed to allow for both more subtle and high-contrast combinations, enhancing the overall character and distinctiveness of the communication.

CUSTOM TYPEFACE

We designed a custom typeface featuring a dedicated set of numerals whose forms directly reference the logo’s visual language, translating its distinctive characteristics into typography. As a result, key identity elements – such as jersey numbers, which serve as an important branding asset, as well as score graphics and match-day visuals – contribute to building a cohesive and recognizable brand world.

PATTERN

A custom-designed pattern was developed as one of the core visual elements of the identity system, extending the dynamic visual language established through slanted typography and expressive photo cropping. The pattern strengthens brand recognition while maintaining consistency across different formats and touchpoints, including players’ stores and merchandising materials.

TEAM KITS

An important aspect of the brand design process was translating the visual identity into the players’ kits, one of the most visible expressions of the brand during games and a key touchpoint of its communication. We wanted the jerseys to be more than just functional sportswear, but an integral part of the entire visual system. The uniform design incorporates key elements of the visual identity – including the pattern, color palette, logo, and custom typeface.

TEASER

We also created a video that provides a dynamic overview of the project's new brand identity, bringing together its key visual elements and design language.