South London’s Local Club.

New ownership. New Direction. TEN Studio was briefed to help transform Charlton Athletic’s cultural equity and unlock a new generation of club fans.

We immersed ourselves in the club and the community, conducting robust research about the Addick’s aspirational pull, which culminated in the development of a compelling new cultural positioning, brand story and visual identity for Charlton FC.

To launch the new visual identity of the club, we created a comprehensive design system composed of typography, colour, symbols and photography that work together to create a cohesive and bold visual statement.

Photographer: Niall Hodson