Celebrating decades of club history through a season-long programme design series.

For the 2022/23 season, Shrewsbury Town Football Club approached me to create unique programme artwork, each one inspired by a different kit from the club’s history.

Spanning the club’s legacy, the project became a way of revisiting and reinterpreting key moments in the club’s visual identity. With more than 20 individual designs produced across the season, the aim was to create something that felt consistent as a series, while still allowing each cover to stand on its own.

Rather than treating each programme as a one-off, the project was approached as a connected body of work, something that could build momentum match by match and give supporters a reason to engage with each new release.

The starting point for each cover was research. Looking back through archival kits, sponsor marks, and manufacturer details, each design needed to feel true to its era while still working within a modern print format.

This often meant recreating elements from scratch, including historic club crests and now-defunct supplier logos, and adapting them so they felt clean and cohesive across the wider series.

At the same time, consistency across the season was key. While each programme referenced a different moment in time, they all needed to sit comfortably alongside one another. This balance between variation and cohesion shaped the overall approach, allowing the series to feel unified without becoming repetitive.

Across the season, the programme covers became more than just match day materials. They turned into a visual timeline of the club’s identity, giving supporters a chance to reconnect with past eras and share their own memories tied to each kit.

The response from fans reflected that, with each release prompting conversations, recognition, and a sense of nostalgia around the club’s history.

Following the season, the designs extended beyond print, being repurposed as large-scale artwork in Smithy’s Bar. What started as a series of programme covers became something more permanent; a collection that continues to live within the club environment.