Premier League
The Premier League’s India presence required year-round visual communication across social platforms, live match moments, festive campaigns and influencer initiatives. The work needed to remain globally consistent while still feeling culturally relevant to an Indian audience.
Client
Premier League (India)
Role
Freelance Art Director | Multi-season engagement
BACKGROUND
I began working with Red Lantern toward the end of the 2021–22 season, initially executing a Premier League Champions artwork. This quickly evolved into a long-term freelance Art Director role spanning multiple seasons. I owned visual direction across briefs, handled high-pressure execution and regularly collaborated with the client’s core team. At times, I also directed illustrators and supported other designers on concept and execution.
The challenge
Every brief was different. Formats, moments and cultural contexts constantly shifted while brand expectations stayed uncompromising. Timelines ranged from 30–60 minute live deliverables to concept-led pieces developed over longer windows. The challenge was to respond quickly without losing judgment, consistency or relevance.
SOLUTION
What I did
I was involved early in brainstorming and idea development, helping shape concepts before they moved into execution. I led visual direction across illustrated concepts, match day moments, big-match concepts, festive creatives, influencer kits and live graphics. Some work relied on structure for speed, while other briefs were treated as one-offs, using illustration or photo manipulation to reflect current cultural trends. Rather than templatising the work, I approached each brief individually while keeping the brand intact.
Why it mattered
Consistency, speed, and decision-making built trust. The engagement expanded season after season with increased responsibility and ownership. My work became a reliable extension of the Premier League’s visual presence in India under constant pressure.
