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/process

0. Project onboarding

Roving Cobras FC was created to fill a clear gap in Prague’s footballing landscape. It is an organised, welcoming club for women, especially beginners, that balances real training with a warm, community-first atmosphere. The founder experienced this firsthand: the existing options were either unstructured social chats with no consistency or coaching, or formal, competitive teams dominated by men, which were often intimidating and exclusionary to newcomers. So she decided to create what she couldn’t find: a women's team led by a woman, for women.

• No pressure to compete;
• Real coaching and structure;
• A focus on fun, community and confidence-building.

This had to be reflected in the branding and website, which needed to have a bold, energetic and inclusive tone with a DIY edge to resonate with young women who have never felt welcome in traditional sports spaces.

Target audience:
Roving Cobras FC is designed for women and girls in Prague who:
• are new to football or have always wanted to try it but felt intimidated;
• want to join a team that feels like a second home — a place to connect, move, laugh and grow;
• often come from immigrant or expat backgrounds and are looking for a sense of community and belonging;
• value comfort, emotional safety and a structured environment without the pressure to compete.
Typically, they have a middle or higher income and are used to curated, well-run experiences. This audience cares more about how they feel than about results — they want to play, but they also want to belong.

Competitor overview:
Having reviewed several local amateur football clubs and sports collectives, both male and mixed-gender, I found that most of them followed predictable visual patterns:
• generic shields and typography;
• a serious, competitive tone;
• minimal branding beyond the name and team colours.
There were no women-centred football clubs, and certainly none that felt inclusive and visually expressive. That’s why I proposed a collage-inspired design that is bold, raw and handmade, to reflect the club’s energy, accessibility and underground spirit. The design makes it clear that this isn’t your typical football team — and that’s the whole point

*I always start commercial projects by conducting a competitor audit, but I usually delete the resulting files once the project is complete. While the research itself is gone, the insights it provided have shaped this design

1. Logo

I started by designing the logo. After studying the other teams' logos, I decided to draw a cobra holding a ball, since logos for football teams are usually very detailed and often literally reflect the team's name. The colour palette was chosen to convey the brand's core values of femininity, positivity and accessibility

2. Concept

For this project, I created several moodboards for the client to choose from. Eventually, we agreed on the collage style. I suggested this because it naturally conveys a sense of playfulness and joy

The next step was to gather references and create a structure and a rough prototype

structure and references

3. First attempt

4. Successful attempt

I went all in on collage, using Recraft to add only details. This is how I created cut-out letters, stamps and stickers, which I then edited manually in Procreate. I edited all the photos using Photopea, a free alternative to Photoshop

That's how I designed the whole website. Although I used references to determine the approximate composition, I ended up deviating from them. I also drew graphics and icons by hand

5. Development on Tilda

I was responsible for the design and Tilda development. However, as I handed over full ownership of the site to the client, I can only show the final design, not the development process itself

/final_result

The result is a playful and memorable brand identity that extends seamlessly across digital and print platforms, with a website that captures the club’s fun, approachable personality while remaining functional and easy to use. Working on this project allowed me to combine branding and web design in a cohesive way, and I especially enjoyed using collage techniques to create a distinctive, energetic visual language

go to website

/reflection

This project finally gave me the opportunity to try my hand at a style I have always liked, but never had any ideas to incorporate into it. I also love this project because it allowed me to be part of something local yet significant, and to play a key role in developing such an original business