Independent club audit
RethinkingBohemian FC’sDigital presence.
Audit findings
What the audit identifies
The audit identifies where stronger packaging, clearer storytelling and a consistent visual system could help existing Bohs content travel further.
- 01Making every upload understandable at a glance
- 02Creating a recognisable thumbnail system
- 03Improving titles without losing the club’s voice
- 04Designing for mobile-first viewing
- 05Turning interviews and matchday footage into stronger stories
- 06Building a consistent visual identity across uploads
Example short-form edit
Thumbnail concepts
Turning uploads into recognisable stories.
Three focused examples of clearer hooks, player-led narratives and consistent club packaging.
Harry Vaughan Scores After 40 Seconds
A time-based hook, clear scoreline and player-led angle turn a routine highlights upload into a stronger match story.
“It Means Everything” — Dawson Devoy’s Ireland Call-Up
An emotional quote turns a standard interview into a story connecting the player, the club and the national team.
Patrick Hickey — Player of the Month
A consistent achievement graphic builds player value, supporter pride and a stronger visual identity.
A stronger first impression
Clearer stories at every screen size.
The same content, presented with clearer stories, stronger hooks and a more consistent club-media identity.
Desktop comparison
→
Mobile comparison
On mobile, every upload has less space and less time to communicate why it deserves the tap.
The proposed content system
One story, shaped for every platform.
A compact four-stage system for turning each match, interview or player moment into connected platform-native content.
- 01
Identify the story
Find the player, matchday or emotional angle that gives the content a clear reason to exist.
- 02
Edit for the platform
Shape the pacing, length and framing around YouTube, Shorts, TikTok or Instagram.
- 03
Package the upload
Use a clear title, thumbnail and description that immediately communicate the story.
- 04
Distribute and reuse
Turn one match or interview into multiple pieces of connected content.
The opportunity
Why the packaging matters
What Bohs already has
The raw material for strong digital content already exists.
- 01A recognisable football identity
- 02A loyal and emotionally invested support
- 03Valuable interviews and player access
- 04Matchday moments worth sharing
Where the value gets lost
Strong content becomes easier to overlook when its value is not immediately visible.
- 01Titles do not always reveal the strongest story
- 02Thumbnails lack a consistent visual system
- 03Mobile layouts are harder to understand at a glance
- 04Valuable moments can take too long to communicate
This independent audit was created as a self-initiated concept to demonstrate my approach to football channel strategy, visual packaging and short-form content development. It was not commissioned by Bohemian FC.
Could your club
content work harder?
I combine football knowledge, editing, audience strategy and channel packaging to help clubs create content supporters understand, remember and want to watch.