I Phenomenon
Case study in storytelling and identity
Who is in charge of drawing stories?
As people, we’re naturally drawn to underdogs. When they achieve something extraordinary, even those who once doubted them unite in celebrating the phenomenon. From the northern lights to moments on a football pitch, the world is filled with rare, breathtaking events we too often take for granted. Leicester City FC achieved such a moment in 2015/16 — a triumph still cherished by football fans across the globe.
Their Premier League victory shattered the boundaries of a financially dominated league, delivering a story worthy of Hollywood. This project celebrates that miracle season, guiding the reader through each matchday with the voices of the time — editorial narratives drawn from contemporary newspaper articles. Join us in reliving the season when the Foxes wrote a football fairytale, a story that will live in the hearts of fans forever.
All images used are for editorial, academic and design purposes only. I do not own the rights to any images; all credit belongs to their respective owners. Getty Images, Google Images, BBC Sport UK and Sky Sports.
I Fuelled by Passion I
I Style of Play
The reflection of Leicester City FC was achieved through multiple creative decisions. It was important to breathe LCFC’s identity into the project by incorporating their colours, mirroring the design of the stadium scoreboard, and selecting a typeface that reflects the club’s values. The page grid was also adapted to echo the Foxes’ style of play and formation: the lower section is denser, representing a compact defensive line, while the upper section offers more open space to symbolise creativity and attacking flow.
In addition, the page structure was shaped around storytelling and narration. The footer carries subtle, minimalistic text — such as the changing betting odds for each matchday — to reflect the growing belief among the public as the season progressed.
I LCFC
The page layouts were inspired by traditional newspaper articles, featuring bold, eye-catching titles that anchor the design. A timeline was integrated with custom icons to illustrate the flow of each match, marking key moments such as goals, cards, and substitutions.
The dynamic, celebratory player poses drew inspiration from football trading cards, capturing movement and energy within a single still frame. These were enhanced through a deep blue gradient with subtle hints of yellow, visually tying them to the club’s identity. To ensure visual consistency across images sourced from different outlets, a bitmap effect was applied — maintaining both quality and cohesion.
These stylised poses not only provide impact but also convey the emotional intensity of each game. Complementing them, a Player of the Match (POTM) icon was developed, drawing influence from both Leicester City FC’s identity and the visual language of the Premier League.
