The Flag.

Reimagining
a lost tradition

The Flag
Fulham F.C.

 

Strategy
Audience Studies
Market Analysis
Creative Workshops

Brand
Art Direction
Collateral Design
Digital Design
Environment Artwork
Guidelines
Naming
Positioning
Uniform Design
Visual Identity

Environment
Artwork + Propping
Concept Design
F&B Experience

The Grade II listed Johnny Haynes Stand on Stevenage Road is one of the finest preserved works by the renowned architect Archibald Leitch.

I was tasked with transforming the former press and staff room into a unique, fan-focused real ale bar that celebrates key moments in the club’s history. The objective was to create a space that narrates the story of London’s original football club while reviving a long-lost tradition, providing fans with a distinctive experience that honours the club’s rich heritage.

 

Every match, The Flag hosts invited guests from the home and opposing side — showcasing both teams’ brands within the space.