The English Football League (EFL) is the largest single body of professional clubs in Europe and responsible for organising five Wembley finals each season alongside the three divisional league competitions containing 72 Clubs.

Branding these finals alongside regular domestic football and other seasonal Club and community events such as conferences and the EFL awards is a huge undertaking with many stakeholders to consider, spanning from commercial and Club needs, to the fan experience.

Over the past three years I’ve been lucky to work across 15 Wembley finals and various other sporting events, helping to influence the creative direction utilising EFL brand elements to build a visually striking atmosphere for fans in attendance while promoting the brands involved.

In the summer of 2024, it was great to advise as the league underwent a partial rebrand with an external agency. These new brand elements have resulted in our most cohesive and strongest looking final to date in the recent Carabao Cup Final 2025. I took up a versatile role covering different mediums, from on-pitch banners and stadium branding to digital perimeter LED animations.