Hackney Women’s Football Club
The brief:
As a pro-bono client, we wanted to raise their profile, increase player acquisition and support their amazing LGBTQ+ work.
The solution:
In 1986 it was still illegal to promote your LGBTQ+ identity. But the extraordinary women at HWFC did it anyway, founding the first openly gay women’s football club in Europe (and possibly the world!) We designed a new kit to celebrate the pioneering LGBTQ+ spirit of this community, past and present.
“The kit looks amazing, I will feel extremely proud to wear it.”
Sam, HWFC Goalkeeper
The new kit celebrated the clubs enduring LGBTQ+ spirit.
lesbian and progress symbol
rainbow detailing
their motto
the black triangle, reclaimed from the fascist Nazi era, which is now a symbol of lesbian pride and solidarity
New kit, same legacy
To maximise impact, we timed our launch for February 2023, LGBTQIA+ History and Football v Homophobia Month, telling the human stories of the club legends who founded this inspiring club.
We launched with social posts, an influencer pack and press releases.
The response was huge
Telling their stories earned national coverage BBC News, ITV News, SkySports and so many more …
What’s more, LGBTQIA+ and football communities united on social to support these pioneers and the cause.
