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.