Digital Identity and Communication for a Historic Club
Social Media
Ordizia KE
September 2023
Unai Azkunaga
Project Overview
Ordizia KE is a historic football club from Gipuzkoa. The project focused on modernizing its digital presence, aligning its visual communication, and driving social media growth through content and actionable analytics.
01 - Context
The club needed to unify its brand guidelines and professionalize its presence across social media and digital platforms, including tone of voice, typography, color palette, crest usage, and template composition. At the same time, an editorial plan was defined, focusing on youth teams, match reports, and game-by-game coverage.
Modular template kits were designed for Instagram and X (pre-match, live updates, results, lineups, signings, milestones), along with creative assets for local campaigns and printed materials. This was supported by a metrics dashboard to enable fast, data-driven decisions on a daily basis.
BRAND GUIDELINES
The visual system was based on the club’s colors (blue and green), with typography optimized for readability across small formats and a reusable component system. The crest was given visual priority and clear spacing rules to ensure consistency and recognition across all touchpoints.
PROJECT OBJECTIVES
- Unify visual identity across digital and print formats.
- Increase reach, engagement, and local community growth.
- Implement continuous tracking to optimize content and posting times.
OPERATIONS & CONTENT
A content calendar was established for each matchday, combining reactive content on game days with evergreen formats for youth teams and fans. A simple workflow was documented to enable the club’s team to maintain visual consistency while ensuring fast and efficient content publishing.
02 - Resultados
La nueva línea visual y el plan editorial consolidaron la identidad del club y activaron a la afición. Las publicaciones clave (previas, on live y post) aumentaron la interacción y mejoraron la claridad informativa en días de partido. El dashboard permitió ajustar horarios, formatos y tono con impacto directo en el rendimiento.
El proyecto dejó un sistema robusto y fácil de mantener por el propio club: plantillas consistentes, criterios claros y una guía operativa que asegura continuidad, reconocimiento de marca y crecimiento sostenido en la comunidad digital.