Born out of a pandemic-led shortage of outside time for children, Billy started his own football academy that focussed on creating both enjoyable and affordable sessions for youth aged between 5 and 12. He wanted his new identity to feel approachable enough to attract all genders yet professional enough to build trust with parents.

Essential to the redesign was the heron. It featured in Billy’s last logo and was a prominent guest around the parks where he started the academy in Carshalton. After my rigorous research and word mapping parts of my process, I dove into sketching herons in various forms and styles always with an eye on how these would look locked up in a badge. Once I found the style and position I wanted the bird to be in, I jumped onto the computer to refine. I went through over a hundred different versions, all with very minor tweaks until I landed on the perfect execution you see here.

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