Brand Strategy & Visual Identity
Warming the Bench
Deliverables
Brand Strategy & Messaging
Visual Identity & Brand Guidelines
Custom Illustrations
Podcast Cover Artwork
Launch Graphics
brand story
Warming the Bench is a women's football podcast built on a simple belief: the women's game deserves better. Better coverage, better conversation, better context. Hosted by Bev and Daniela, two fans from different generations and different sides of the Atlantic, the podcast treats women's football as a game worth analysing deeply and discussing consistently. Not as a side note. As football.
Bev brings the historical lens, the long view of how the game and the culture around it have evolved. Daniela brings the present moment, shaped by growing up in an immigrant family and watching where the game is heading now. Together they wanted a show that felt informed, grounded, and curious, in a sports media landscape that too often runs on manufactured outrage.
The challenge they brought to us was one we loved: build a brand for a women's football podcast that reads as football first. No pinks, no purples, no stereotypes. It had to feel bold, modern, and recognisably part of football culture at first glance, while still carrying the warmth and openness that makes the show what it is.
OutcomE
A future where women's football no longer needs a qualifier
Warming the Bench launched with an identity that holds its own in the wider football conversation, which is exactly the point of the show. The strategy work gave Bev and Daniela language for who they are, who they are not, and how the podcast should sound, so every episode and every post starts from the same foundation. The custom illustrations and artwork give the brand a personality no template could, and the guidelines mean the look stays consistent as the show grows across platforms.
Most importantly, the brand reflects their long-term vision: a future where women's football no longer needs a qualifier. Where "did you watch the match" doesn't come with an assumption about which game you mean. Where it is, simply, football.
"From our very first introduction, it felt like we had found the perfect partners to help bring our vision to life. They just got us. It truly felt like they were in the room with us, understanding exactly what we were trying to achieve and delivering on it every single time."
- Daniela Esposito • Co-host, Warming the Bench
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