QPR Bond
Raising £6.8 million to help fund a new training ground, building the future of Queens Park Rangers.
QPR FC launched a bond to raise funds for a new training ground, giving supporters the opportunity to invest directly in the club’s future. The challenge was to communicate a financial proposition in a way that felt credible and accessible, while building on the emotional connection between the club and its supporters.
Queens Park Rangers FC - Tifosy
Building a campaign of trust
I developed the creative direction around trust, clarity and supporter pride, balancing the practical information needed to communicate an investment opportunity with a visual identity that felt authentically QPR.
The campaign combined the club’s established visual language with clear, data-led communication, making the proposition accessible without losing the passion and identity that make the club meaningful to its fans.
The campaign rollout
I led the design and creative rollout across a range of touchpoints, including digital assets, video storytelling, investment documentation and in-stadium activation.
Each element was designed to work as part of one cohesive campaign, communicating the opportunity clearly while reinforcing the connection between supporters and the club’s next chapter.
The impact
The campaign raised £6.8 million in just 10 days, attracting more than 1,500 investors across 30+ countries and becoming the largest online bond in British football.
I led the creative design and campaign rollout, working across the visual identity, marketing assets and supporter-facing communications. The focus was on bringing commercial clarity and emotional connection together, creating a campaign that felt both credible as an investment proposition and true to QPR.
