Women’s football: pieces that follow a career, not a campaign
Signings, presentations, matchday and goal graphics for players in Liga MX Femenil, its Under-19 category and Queens League Américas. What sets this body of work apart isn’t any single piece: it’s that some players were followed for years — from signing a first contract to making a top-flight debut.
Pieces in motion
Six complete pieces, exactly as they went out on social — with their audio and their pacing. Five clubs, three competitions and two different divisions.
My role
Design, compositing and animation end to end. I produced every piece in this case; the work was delivered under the name of Victorem Sports Marketing, the agency I was at during that time.
One career in three chapters
Nayrobi García appears three times on this page, and all three are different moments in the same career: signing her contract, a Liga MX Femenil Under-19 matchday with Guadalajara, and her top-flight debut.
That is what separates this work from a campaign. A campaign is delivered and it ends. Here there are players who were followed for years, and each piece had to look like part of the same thing even when whole seasons — and a change of club — sat in between.
The scope
Liga BBVA Femenil and its Under-19 category, with pieces for players at Necaxa, León, Cruz Azul and Guadalajara; plus Queens League Américas, which is effectively a different sport — seven a side, indoors, with a visual register of its own.
Not all of it is Mexican football: there is a presentation with the Argentina national team and a transfer between clubs in New Zealand. The same graphic standard had to hold up in contexts that share neither the league nor the language.
The moments a club communicates
A club or an agent doesn’t publish the same thing all year. This package covers the four moments that repeat: the signing, the presentation with the new badge, the matchday with opponent, venue and kick-off, and the goal.
The first three change from player to player. The last one doesn’t: the goal piece was built as a reusable template — swap the name and the photo and it works for any player on the roster, the same night as the match. That is what makes it usable on a real matchday, where nobody has two days to produce a celebration.
Why register matters
The Queens League piece looks like nothing else on this page: black and gold, without a single green brushstroke. That isn’t a lapse in consistency — a competition built as entertainment calls for a different register than a league matchday. Knowing when not to apply your own template is part of the craft.