SECOND HALF - Building a Sub-Brand for Showboat

A circular fashion lifestyle concept created for Showboat, a football authentication platform.

Brand Strategy & Positioning

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Fashion Marketing & Visual Narratives

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PEST, SWOT, CBBE, Cultural Branding

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Adobe Creative Suite

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Presentation + storytelling

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Market + cultural research

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Brand Strategy & Positioning 〰️ Fashion Marketing & Visual Narratives 〰️ PEST, SWOT, CBBE, Cultural Branding 〰️ Adobe Creative Suite 〰️ Presentation + storytelling 〰️ Market + cultural research 〰️

Brief:
Create a fashion lifestyle sub-brand for Showboat - a tech platform that authenticates and values football shirts and develop a brand identity, logo, strategy and capsule collection that aligns with their ethos of transparency, community and circularity.

This wasn’t just about clothes.
It was about: culture, sustainability, football heritage and how storytelling can change perception.

  • Football resale is booming.
    But the reality behind it is complex:

    • textile waste overflowing into Global South countries

    • fast fashion cycles creating environmental damage

    • football culture being celebrated in the North while discarded in the South

    My goal was to create a brand that didn’t just “use” culture,
    but gave back, educated and re-framed the narrative.

  • SECOND HALF is built around the halftime moment, pause, rethink, restart.

    It explores what happens when garments are given another life, another meaning, another story.

    Core idea:
    Football culture + circular design + global south storytelling.

    The brand focuses on renewal, not landfill. Craft - not exploitation. Meaning - not trend-chasing.

  • I built the brand using strategic frameworks:

    • Kapferer’s Brand Identity Prism

    • Keller’s CBBE model

    • Aaker’s brand personality theory

    • Cultural branding + semiotics

    This allowed the brand to feel:

    ✔ credible
    ✔ culturally grounded
    ✔ emotionally resonant
    ✔ commercially relevant

  • The SECOND HALF logo combines symbolism and function:

    • 2H formed into bold angles - representing the 45-minute halftime reset

    • circular arrows - renewal, rework, recycling and movement between North + South

    • modular design - works across pendants, patches, prints and embroidery

    It carries meaning without needing explanation - a visual story of movement, return and respect.

  • This project shows how I work:

    Research first

    I looked at:

    • resale trends

    • youth culture and nightlife

    • football as global identity

    • textile waste systems in Africa

    Find the gap

    Resale platforms are data-driven, but emotionally cold.
    Streetwear brands are cultural, but often unsustainable.

    SECOND HALF lives in between.

    Build emotion + value

    Narrative, symbolism and ethics become selling tools - not afterthoughts.

The Capsule: Story-Led Product

Instead of designing clothes for aesthetics only, every piece holds narrative:

  • upcycled shirts and off-cuts

  • African textiles like kente and adire

  • recycled metals and low-impact methods

  • craft elements inspired by regions - respectfully researched

The collection follows a day-to-night story - two people getting ready, moving through city spaces, ending at the party. Clothing as memory, identity and connection.

Every decision reinforces brand meaning.

Capsule Collection

  • Leya

    Tracksuit

    Material: Lightweight shell with kente-lined panels.

    Sustainable Method: Lining made from deadstock Ghanaian kente and leftover shell fabric.

  • Sade

    Two - Piece

    Material: Hand-dyed adire indigo cotton.

    Sustainable Method: Fabric sourced from small-batch Yoruba dye makers; low-water resist dyeing.

  • Akin

    Hoodie

    Material: Cream cotton jersey with embroidered crest.

    Sustainable Method: Venda-inspired bead toggles handcrafted from recycled beads; cotton sourced from deadstock bolts.

  • Zola

    Joggers

    Material: Cream cotton to match the hoodie.

    Sustainable Method: Waist tie finished with Venda bead toggles; cut from leftover hoodie fabric for fabric efficiency.

  • Makosa

    Gloves

    Material: Vegan leather with Maasai-inspired bead cuff.

    Sustainable Method: Cuff is hand-beaded using recycled glass beads; vegan leather reduces animal impact.

  • Kendi

    Slouch Beanie

    Material: Soft knit beanie in charcoal/cream tones.

    Sustainable Method: Venda-style bead ring around the hat.

  • Kito

    Token

    Material: 3D-printed bioplastic.

    Sustainable Method: Made from recycled PLA filament; small-batch production reduces waste.

  • Karibu

    Reversible Tote

    Material: Patchwork of off-cut football shirts + contrast lining.

    Sustainable Method: Upcycled from damaged shirts sourced from Global South resale markets.

  • Ashanti

    Pendant

    Material: Recycled metal chain + 2H logo charm.

    Sustainable Method: Cast using melted scrap metal from jewellery waste streams.

Explore Full Work

Why This Matters

SECOND HALF proves that fashion can:

  • educate without preaching

  • honour culture without appropriating

  • be desirable while being responsible

And from a brand marketing view - it shows how strategy, research and creativity work together.

What I Brought to This Project

✔ Brand strategy + positioning
✔ Visual identity + logo thinking
✔ Cultural research & storytelling
✔ Capsule concept development
✔ Marketing narrative & presentation building

This project reflects how I like to work - thoughtful, culture-driven and intentional.

Additional Notes Booklet
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