AFC Wimbledon

The client

AFC Wimbledon is a professional football club with a strong community-driven identity and a loyal supporter base. Since the 2012/13 season, The Graphic Design House has worked in close partnership with the club to design and produce its official matchday programme.

Working directly with the programme editors, we have delivered every issue with a consistent focus on quality, clarity and storytelling, ensuring the programme feels contemporary while remaining unmistakably Wimbledon.

The brief

The brief was to design and produce AFC Wimbledon’s official matchday programme each season, collaborating closely with the editorial team to bring their content to life.

The programme needed to balance clear, accessible information with engaging storytelling, while maintaining a recognisable identity that supporters could trust and return to year after year.

“Big thank you for all your help on the programme this season. Your efforts have helped us to experience great sales which will certainly help to secure the future of the publication moving forwards”

Chris Thorpe
Content Executive
AFC Wimbledon

Our approach

We structured the programmes each season around close editorial collaboration and seasonal evolution, ensuring the programme remained familiar to supporters while continuing to develop visually and editorially.

A mock-up showing a spread of the AFC Wimbledon matchday programme.

Editorial-led design

Our approach centres on bringing the editor’s words to life through design. Layouts are carefully considered to support long-form features, interviews and storytelling, ensuring content is easy to read and visually engaging.

A mock-up showing a spread from AFC Wimbledon's matchday programme for a match report.

Matchday clarity

Match reports, statistics and fixtures are presented with clarity and structure, ensuring key information is easy to find and understand on matchday.

Seasonal evolution

Each season, the programme is subtly evolved through refreshed visual features, refined typography and new design details. This allows the publication to feel current without losing the familiarity supporters expect.

A mock-up showing a featured interview for the AFC Wimbledon matchday programme.

Reflecting club values

From striking covers to in-depth player features, the programme is designed to reflect AFC Wimbledon’s values and community-driven spirit, reinforcing a strong sense of connection between club and supporters.

Results & next steps

Following AFC Wimbledon’s promotion to League One in the 2024/25 season, the focus has shifted to further elevating the programme to reflect the club’s growing status. Building on a strong and established design foundation, work continues to enhance the programme’s value for money and ensure it remains a flagship piece of matchday communication.

The ongoing partnership supports the ambition of the club both on and off the pitch, with the matchday programme continuing to play a key role in the supporter experience.

Need help bringing your matchday to life?

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Our work in action

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Enhance the matchday experience

If your organisation produces regular publications that need to inform, engage and reflect your values, we can help. Through close editorial collaboration, we design publications that balance clarity with storytelling, evolve season by season and build lasting connections with their audience.

Let’s create communications your supporters recognise, trust and value.

Get in touch