CONCEPT 06 — THE SPONSOR AS A SOCIAL MEDIATOR
MASTER THESIS OVERVIEW (2026)
THE AUGMENTED DESIGNER
How can Brøndby Women connect with new audiences without losing the identity that makes the club meaningful? In my Master’s thesis, I translated fieldwork and qualitative insights into speculative experiences spanning football, lifestyle, and community. The project brings together design research, creative direction and AI-assisted visualisation to make possible futures tangible, and open them to critical discussions.
Meaningfully Utilising Generative AI for Design Futuring in the Case of Brøndby Women
CONCEPT 02 — BRØNDBY WOMEN AS A FASHION BRAND
EXPLORING WOMEN'S FOOTBALL, BELONGING AND AI
BRØNDBY WOMEN
x IT UNIVERSITY OF COPENHAGEN
MY ROLE
I shaped the research approach, conducted fieldwork, manually analysed interview material, developed the concepts, curated moodboards, directed AI-assisted visual production, assembled brochures in Figma and facilitated fan feedback sessions.
FEATURED CONCEPT 01 — BRØNDBY WOMEN AS FASHION BRAND
What if club affiliation could become part of everyday style, not only a matchday jersey? This speculative concept explored lifestyle apparel and editorial storytelling as ways to connect football heritage with new audiences. It demonstrates research-led concept development, visual direction and sensitivity to how people express identity. Imagined brand collaborations are speculative, not actual partnerships.
FEATURED CONCEPT 03 — THE SPONSOR AS A SOCIAL MEDIATOR
What if sponsorship created meaningful relationships rather than just logo exposure? This speculative concept positioned Brøndby Women’s players as a bridge between partners and the community through co-created workshops, events and shared experiences. I explored how partnerships could deliver value through genuine participation and alignment with the club’s identity. The concept demonstrates service design, stakeholder thinking and translating brand values into tangible experiences. These were proposed scenarios, not implemented partnerships or validated commercial outcomes.
FEEDBACK AND OUTCOMES
With the help of fan feedback sessions, I explored the concepts' credibility and cultural implications. These discussions surfaced interest in casual ways to show affiliation, alongside concerns about inauthentic influencer activity and sponsorship without meaningful fit.
The project produced ten speculative concepts, accompanying brochures, qualitative feedback and a documented approach to research-led AI visualisation. Club management contributed to initial research but did not participate in the final concept evaluation, which I adapted around fan perspectives.
PROJECT STATUS
Completed MSc thesis. Speculative academic work; no club endorsement implied. All images on this project page are AI-generated with Google's Nano Banana Pro, based on moodboard and research inspired prompts by me as the designer.
RESEARCH AND APPROACH
Five initial semi-structured interviews brought together perspectives from club management, fan organisation, women's sports media and football supporters. I combined these with matchday observations at Brøndby 1964 Park, a comparative visit to Inter Women vs. AC Milan Women, desk research and F. C. Como Women as a brand reference. Manual reflexive thematic analysis connected the research to design directions. Rather than proposing one finished product, I created ten possible futures as high-fidelity brochures that fans could discuss and challenge.
FEATURED CONCEPT 02 — THE BRØNDBY GIRL
I developed a composite narrative character connecting everyday urban routines with Brøndby Women fandom. The concept made a possible fan identity tangible through lifestyle storytelling. It also opened a critical question: when does an aspirational story support genuine belonging, and when does it feel manufactured? This is a speculative narrative character, not a validated representation of all women or football fans.
AI AS A DESIGN MATERIAL
The research interpretation and concepts remained human-led. I translated field insights and curated moodboards into constrained text-and-image prompts, used Google's Nano Banana Pro through Flow for visual generation, and selected, rejected or refined outputs before assembly in Figma. Supporting AI tools also assisted transcription, preliminary summaries, literature navigation and proofreading; I manually checked transcripts and retained responsibility for analysis and conceptual decisions.
WHAT I BRING TO UI/UX
I connect qualitative research, cultural understanding, conceptual experience design, and visual communication. This project shows how I turn ambiguous findings into tangible possibilities, use AI critically and communicate both opportunities and limitations. I want to apply that combination to digital products and experiences in sport.
CONCEPT 01 — THE BRØNDBY GIRL
MY 10 FUTURE SCENARIOS
Ten concepts to rethink the club
[ 01 ]
The Brøndby Girl
An everyday fan identity connecting urban lifestyle with local football culture. A speculative narrative explored how style, friendship and city routines could invite new audiences into the club.
[ 02 ]
The Fashion Brand
Club affiliation expressed through lifestyle apparel rather than only matchday jerseys. This scenario explored how football heritage could become part of clothing people choose for everyday wear.
[ 03 ]
The Creator Factory
A club-supported environment for player-led content and storytelling. Players’ personalities and everyday experiences become starting points for relationships with audiences beyond the pitch.
[ 04 ]
The Women’s Learning Club
A speculative model connecting women’s football, sports research and FemTech. The club becomes a platform for sharing knowledge and exploring partnerships around female athletes’ needs.
[ 05 ]
The Neighbourly Elite Club
Professional football that protects closeness between players and supporters. This scenario treats accessibility, local connection and an intimate matchday atmosphere as strengths worth preserving.
[ 06 ]
The Sponsor as a Social Mediator
Sponsorship expressed through useful community activities, not only logo exposure. Players and partners connect with supporters through co-created workshops, events and shared experiences.
[ 07 ]
The Gamified Brøndby
Brøndby Play: a speculative digital ecosystem rewarding everyday participation. Football, running, community events and match attendance become connected ways to engage with the club.
[ 08 ]
The Grassroots Fitness Hub
Club facilities imagined as a year-round space for movement and community. Shared training, fitness activities and social programmes extend participation beyond the professional team’s matches.
[ 09 ]
Future Transport
Shared travel and active mobility imagined as part of the fan experience. Cycling connections, coordinated transport and community meeting points explore ways to make the journey more accessible.
[ 10 ]
The Brøndby 1964 Park Full Day Experience
A matchday extended through social activities before and after the game. Food, entertainment, play and opportunities to meet others turn the fixture into a longer community experience.