In the ever-evolving world of sportswear, it’s not just about performance – it’s about identity. That’s why Playas, a bold new sportswear brand founded by two professional goalkeepers, turned to Datum to help shape their visual direction. With just a logo and a library of powerful photography, we were entrusted to develop a comprehensive visual identity, a fully designed catalogue, and a branded microsite that would define the look and feel of Playas for years to come.
This was a true end-to-end creative partnership – from defining colour palettes and typography to curating content hierarchies and production.
A Brand Born from the Game
Playas is the brainchild of Chelsea FC goalkeepers Eddie Beach and Ted Curd. Having experienced the kit world firsthand from grassroots to Premier League, they recognised a gap in the market for bespoke, player-designed teamwear that balances style, comfort and personalisation. Playas is about more than just kits – it’s about enabling teams to express who they are, without compromise.
This athlete-led mindset required a brand that felt authentic, premium and deeply aligned with the culture of modern football.
Our Brief: More Than Just a Catalogue
While the client supplied a clear and confident logo, they challenged us to build the entire brand language around it. This included:
- Developing the visual identity (colourways, fonts, usage)
- Creating infographics and typographic hierarchies
- Designing a detailed product catalogue
- Creating print-ready assets
- Building a launch-ready microsite
Datum acted as creative lead and project manager throughout, ensuring every asset was consistent, aligned, and production-ready.
Designing the Playas Identity
The creative journey began with defining a visual system that would allow the brand to scale. We built a digital and print-safe colour palette inspired by pitch aesthetics and premium sportswear cues. Typography was chosen for clarity and confidence, balancing bold headlines with high legibility in technical specs.
Photography played a pivotal role. The founders had a strong collection of action and studio imagery, and our task was to integrate this with clean, impactful layouts that emphasised movement, energy and brand personality.
We introduced subtle graphic devices throughout – from angular layout breaks to dynamic panel overlays – giving the Playas identity a sense of momentum.
The Catalogue: Designed by Players, Made for Players
At over 40 pages, the Playas catalogue was our opportunity to bring the brand to life in a tangible way. Each product section was carefully styled, from technical kit descriptions to lifestyle wear and accessories – the brochure was designed with the future in mind for a growing product line. We structured the content for both emotional and practical impact, leading with narrative and finishing with pricing and sizing guidance.
The Microsite: Fast, Focused, Functional
The Playas microsite (www.playas.uk) acts as a digital touchpoint for teams, clubs, and coaches interested in creating their own kit. Simple to navigate, mobile-first, and built with clarity, the site reflects the catalogue visually and allows users to learn more, explore design options, and start a conversation with the Playas team.
Datum oversaw the site design and collaborated with development partners to ensure visual alignment with the print assets.
Explore the microsite: www.playas.uk
A Creative Partnership with Real Impact
This project showcases the power of retained creative partnerships. Datum didn’t just design a brochure – we delivered an integrated brand platform across print and digital, helping Playas go to market with credibility and style.
For emerging brands like Playas, having an experienced creative studio handle visual direction, production, and technical delivery can be the difference between looking good and looking established.
Ready to Launch Your Brand?
If you’re launching a product or brand and need more than just a logo, Datum offers the full creative ecosystem – from strategy and design to print and digital. Let’s build something bold together.
