Brand Vision for NK Celje

Why should someone outside Slovenia care about NK Celje? That question became the starting point for a brand vision I developed.
I built the idea around a story connecting Celje’s heritage with its footballing future. The Counts of Celje became a narrative of ambition beyond borders. The castle became a symbol of strength and resilience. The club’s European aspirations gave that history a contemporary direction. Together, these threads formed the central idea: Rooted in Celje. Built for Europe.
My work centred on making that story compelling - from the strategic argument and copy to the pacing, visual direction and design of the complete pitch presentation. Each chapter moved the audience from the changing role of football brands towards a specific opportunity for NK Celje: turning sporting momentum into recognition, belonging and lasting value.
Early crest explorations, monograms and apparel visualisations made the proposed future tangible. They showed how the narrative could shape what supporters wear, how the club presents itself and how its identity could resonate beyond its home market.

The resulting pitch positioned storytelling as the foundation for the club’s brand development, with a clear vision linking local pride to European ambition.