Continuing a season-long design series built on club history and identity.
“Programmes From The Past” – Shrewsbury Town FC 2023/24 Season Programme Covers
Client: Shrewsbury Town FC Date: 5th August 2023 – 27th April 2024
Overview
Following the success of the previous season’s retro-inspired programme covers, the 2023/24 series continued the idea of revisiting Shrewsbury Town FC’s visual history through match day design.
Building on an established concept, the aim this time was to refine and develop the approach further, maintaining the connection to past eras while pushing the overall consistency and quality of the series. Rather than starting from scratch, the project became an opportunity to evolve something that supporters had already connected with.
As with the previous season, each programme cover acted as both a standalone piece and part of a wider collection, contributing to an ongoing visual narrative across the year.
A Shrewsbury Town v Wrexham matchday programme
Shrewsbury Town retro 1970s matchday programme
Process
With a clear direction already in place, the focus shifted from defining the concept to strengthening it.
Each cover still began with research into the club’s history, but there was a greater emphasis on refinement, modernising elements where needed, tightening layouts, and ensuring a more cohesive feel across the full set.
Consistency played a bigger role this time around. With the series already established, it was important that each new design felt instantly recognisable as part of the collection, while still capturing the unique look of the era it referenced.
This balance between familiarity and variation shaped the process throughout the season, allowing the series to grow without losing what made it work in the first place.
A Remembrance Day poppy on the front cover of a Shrewsbury Town matchday programme
A Shrewsbury Town matchday programme in the dressing room with. Prostate Cancer UK logo on the front
Outcome
The 2023/24 series builds on the foundations of the previous season, resulting in a more refined and cohesive body of work.
Each programme contributes to a growing visual timeline of the club’s identity, giving supporters another opportunity to reconnect with past eras while experiencing them in a contemporary format.
As the series continues to develop, it moves beyond individual match day designs and becomes something more recognisable, a consistent part of the club’s visual output that supporters can follow across the season.