Creative Direction · 2026
AC Milan
2026
Second digital transformation for AC Milan: redesigning the club's entire digital ecosystem across web and mobile platforms.
Ten years after leading Milan's first digital overhaul, I returned to rethink everything from scratch. The football landscape had changed; fans expected real-time data, personalized content, and consistent experiences across every platform. The existing platforms, while functional, had been built incrementally and lost their cohesion.
The mandate was clear: unify Milan's digital presence under a single design language that honored the club's storied heritage while feeling unmistakably modern. This meant a complete redesign of the website, the official app, and all supporting digital products, built on a shared design system.
I worked directly with ACM's digital teams to deliver a refreshed visual identity across web and app, prioritizing editorial storytelling over raw sports data and grounding everything in a design language worthy of the club's scale.
