concept, copywriting, art direction, tone of voice, brand architecture
VICE MEDIA COPENHAGEN 2021GOAL.COM

A new voice for football—reframed through brand, tone, and storytelling.

While at VICE Media Denmark, I worked on the rebrand of GOAL—one of the world’s biggest football media platforms. I helped shape the brand manifesto, tone of voice, and early art direction as part of a wider identity refresh.

Off the back of the project, I joined Footballco full-time to focus on content—developing concept for editorial frameworks, social formats, and storytelling systems.