Tasked with creating and focussing the brand from scratch, ACM was a start-up football auction house and digital archivist. We sought to change the market for match-worn jerseys by placing them on a par with artworks you’d see at more ‘traditional’ auction houses.

My role as Head of Brand was to oversee our storytelling strategy with a focus on authenticity and tone in an aggressive market which can sniff out an unworthy interloper in no time. This meant I was across every part of the business: from partnerships to social media to UX and copywriting on the Momento Market to the design of the packaging—every element mattered and had to reflect the story we were trying to tell.

Simultaneously telling the story of the product — a digital collection of the beloved jerseys of some of the world’s greatest players, past and present — and the fans who covet them — from die-hard collectors to those whose love for the game helps create the stories that make these clubs so special — was a challenge we relished.

Two highlights? Combining strategic partnerships with high-quality content to grow our Instagram following to over 250k+ in the first few months after launch, and partnering with Leo Messi and the Argentine Football Association for one of the greatest stories in World Cup history. It’s pretty hard to top that.