This Is Everything

Brand Platform 		Client GOAL
Discipline Art Direction, Copywriting
By LUKEABC Date 2021

Contents

GOAL — Football. It's just a game right?

Overview

A brand manifesto and identity refresh for GOAL — the global football media platform. Produced through VICE Media Copenhagen, the brief called for a new voice, visual direction, and narrative framework that could carry the brand forward.

The project led directly to a full-time position at Footballco, where I went on to build editorial frameworks, social formats, and long-form storytelling systems.

The Work

Nine slides. One argument. The manifesto reframes football as something far bigger than a sport — opening with a provocation and building through a sequence of cultural, emotional, and social claims before landing on a single definitive sign-off.

Football. It's just a game right?
01 — The provocation. A packed stadium asks the question everyone already knows the answer to.
A game of... chaos, glamour, diligence, ambition, humility, respect, arrogance, empathy, compassion & rebellion
02 — The spectrum. Football contains every human quality — listed raw, without hierarchy.
It's just a game that brings the gang & the fam together
03 — The community. It's a bond between strangers. The gang. The fam.
It's romance, drama, suspense, action, horror, comedy & even musicals
04 — The genres. Football is every kind of story at once.
It's about sorcery & absolute shithousery
05 — The magic and the madness. The Hand of God. Enough said.
It's having nightmares yet believing in fairytails
06 — The emotional core. Heartbreak and hope, inseparable.
This isn't just a game
07 — The turn. Football reaches beyond the pitch — into real communities and real lives.
This is love. This is wonder. This is football.
08 — The declaration. Three short truths.
GOAL — This is everything
09 — The sign-off. Football is everything. GOAL is everything.
Credits
Role Name
Art Direction, Copywriting Lukeabc
Date 2021
Agency VICE Media Copenhagen

Navigation