Arsenal Sweden Supporters Club
Sports & Non-profit
Arsenal Sweden is the official supporters club for Arsenal FC in Sweden, with over 10,000 members. When I first came on board three years ago, their social media presence was scattered — no visual consistency, no clear tone of voice, no framework to work from. They needed someone to bring structure and intention to everything they put out.
the breif
There was no formal brief — just a clear problem. Arsenal Sweden is a non-profit run by passionate volunteers with a large, engaged membership but no real marketing infrastructure. The social media channels lacked structure, templates didn't exist, and the brand felt inconsistent across every touchpoint. The job was to fix that and build something sustainable that the everyone could use.
the work
I started with the fundamentals: a brand book that defined tone of voice, visual identity, and guidelines the whole team could actually follow. From there I built a full set of social media templates and established a content strategy focused on brand awareness and community engagement. Since then I've managed their social channels on an ongoing basis, with near-daily updates keeping the community active and informed. In 2025, we took it further - redesigning the website to match the stronger brand we'd built, and continuing to create marketing materials as needed.
the result
Three years in, Arsenal Sweden looks and sounds like a proper organisation - consistent, professional, and community-first. The brand is coherent across every platform, the channels run with structure and intention, and the club has a visual identity that reflects the size and spirit of its membership.
