Making every Wanderers post feel like a matchday, not a match poster.

Problem

Wanderers have one of the loudest atmospheres in the CPL, but their Instagram is filled with flat, grey, inconsistent, information-heavy posts and low engagement that don’t reflect what they’ve built in real life.

Insight & Actions

People don’t connect with the Wanderers through information, but how with it feels to be at the game.

Action 1: Bring Wanderers culture to social media
Shift the feed toward matchday culture instead of just information. Highlight blue smoke, chants, scarves, The Kitchen, and rituals through simple, repeatable series like From The Kitchen or Matchday in Halifax. Even when promoting things like merch, have football culture lead so posts feel rooted within the community and don't look like ads.

 
Action 2: Design posts around how people scroll
Posts are built for quick consumption: clear headlines, one key message, and visuals that read instantly. Less grey, less dense copy, and more clean templates, Reels, and carousels. The goal is content that feels lighter, more interactive, and easier to engage with at first glance.

 
Action 3: Bring fans into the feed
The community becomes the content. Fan-focused series like matchday fits, away-day shots, and Fan of the Match are supported by polls, questions, UGC, and ambient crowd audio to reinforce atmosphere. By spotlighting real supporters, social media feels more welcoming and makes it easier for new and casual fans to see themselves as part of the 12th man.

Art Direction

The art direction was focused on bringing the feeling of the 12th man into social, making posts feel like you’re actually in the crowd. Blur and grain are used to capture the intensity and energy of match day, helping new fans feel connected and encouraged to show up.