Carlsberg 0.0 Hockey League
Social media art direction for the Carlsberg 0.0 Hockey League, the Belgian hockey league. A direction strong enough to reach people who do not follow hockey, turned into templates the teams fill in every week.
In collaboration with Spread It
- Client
- Spread It
- Role
- Social media art direction and post templates
- Year
- 2026
- Tools
- Figma, After Effects
-
The communications agency running the project; vdb creation handles the design and motion.
spreadit.be
Spread It had just signed the Belgian hockey league, whose accounts ran on visuals made by fans for fans. The content was very repetitive: the same goal of the week intro every week, the same result visuals, the Carlsberg clover stamped everywhere. Spread It pointed to the Euro Hockey League as a style reference and wanted to win followers beyond the fans it already had. The women's side, the Belfius Women Hockey League, posts on the same accounts: some of the templates had to take its logo next to the league's.
Green or photo
The direction holds in a few rules set from the first presentation to the brand. A heavy serif title running the full width of the post: GOAL, MATCH DAY, MOTM. A strong texture that gives every visual some grain. The Carlsberg clover used as decoration, large and in the background, rather than repeated in every corner. And two possible backgrounds, never mixed: the brand green or the match photo, with a blue variation to break the series. The frame stayed Carlsberg's own: its colours, its typefaces, and approvals that also go through the brand's international level.
The direction was approved by Carlsberg and by the league, with Spread It handling the relationship with them and running the project, and the studio handling design and motion. What remained was putting it in the hands of the people who post every week, teams who came from Canva. The visuals became twelve families of templates in Figma: result and goal, match day, kick-off, player of the match, table, calendar, weekend, head to head, club article, team of the week, posts and photo. A single club component sets the crest and name of all 18 clubs; the texts stay free, and a user guide opens the file. A post comes together by changing the photo, the club and the texts, without redrawing the page: the teams save a great deal of time, and the identity holds from one post to the next because the layout, the texture and the type stay put.
Training the teams is a deliverable in its own right, just like the templates. A hands-on session was held with them on 23 September, so they could build their posts on their own in Figma. The first three weeks of posts, all published, were produced in the studio with those same templates, so they met the real fixture list before being handed over. Four vertical video intros, animated in the studio, complete the system.
- Social media art direction and brand presentation
- Twelve families of post templates in Figma
- Club component and user guide
- Team training on using the templates
- First three weeks of published posts
- Animated vertical video intros, with alpha channel
The system in numbers
- families of post templates in Figma
- 12
- clubs handled by a single component
- 18
- post combinations the system allows
- 100+
Before, during, after: the same method on every project
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- During
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- After
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- After
Handover and adjustments
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