The Black Passport

Background

Football is so much more than the results on the pitch. It's passion, culture, and an identity. Research shows that people identitfy more with their club, than their nationality. And for AIK Football, that means you live in an alternate world. A black and yellow world. A world with a shared history, stories and symbols that makes you a part of something greater.

Insight / idea

We asked supporters what AIK is, for them. We then captured those symbols, culture and references and created The Black Passport. A passport that acted as a reminder of our shared story. A shared collective framework. A shared identity. 

Project details

Creative Direction
Art Direction

*Nominated for a Golden Egg in Graphic Design 2026