London City Lionesses was founded in 2019 following the transformation of Millwall Lionesses, one of the most historic clubs in English women’s football. Building on a legacy that dates back to 1971, the club set out to create a new model for the women’s game: an ambitious, fully independent organisation with the freedom to define its own future.

As the club entered a new era of growth and investment, we were tasked with creating a visual identity that balanced its pioneering ambitions with the heritage and character of the club it evolved from.

Working alongside Hey!BigMan, we developed a bold and contemporary identity system centred around a new crest, inaugural kit and digital presence. The visual language was applied across campaigns, social content, photography and the club website, helping establish London City Lionesses as a distinctive new force in women’s football. The result was a brand built to support the club’s ambitions on and off the pitch, culminating in promotion to the Women’s Super League as the first fully independent women’s club to reach the top tier of English football.