Alex West Club’s social presence had mainly highlighted certificates, achievements and formal club updates, creating a clear record of the academies’ progress.
The next step was to bring more of the sporting experience into view, from the energy of training to the personalities and ambition behind each discipline.
Pimula developed a more athlete-led direction that placed sports at the centre of the feed and gave every academy a stronger, more recognisable identity.
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01. The Challenge
Alex West Club had built an active sports community across a wide range of academies, supported by continuous training, growing talent, and achievements worth celebrating. Its social presence successfully documented milestones through certificates, announcements, and recognition posts.
The opportunity was to reveal more of what happened before every achievement: the training, discipline, personalities, and potential of the athletes themselves. The challenge was to build a more dynamic sports presence that reflected the energy inside the academies and gave audiences a closer connection to the people shaping the club’s success.
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02. The Approach
The new direction placed sports and athletes at the centre of Alex West Club’s social presence. Rather than focusing mainly on the final certificate or achievement, the campaign revealed the people, discipline, personality, and training behind every sport.
Each academy was given its own visual identity, from the energy of football and basketball to the precision of tennis and squash. Bold portraits, expressive poses, and distinct treatments made the athletes the main characters, representing the ambition and character behind every discipline.
Together, these different directions created one connected sports presence for Alex West Club, bringing variety to the campaign without losing consistency.
03. The Results
Each academy became easier for families to understand, compare, and connect with. By giving every sport a distinct identity and an athlete audiences could recognise themselves in, the campaign moved beyond presenting the academies as one general list of activities.
Training was positioned as a journey of discipline, confidence, and growth, creating a more aspirational image for the club’s sports offering. Athletes also became familiar faces across the content, making the account feel closer to the people living, training, and progressing inside Alex West Club.
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in Egypt.
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