Ben Casey of The Chase came in to work yesterday, and instead of the usual career synopsis, which most visitors choose to relate, he chose to talk about something “more interesting”, just one project. This was to be his work for Preston North End football club, a project which he described as “the perfect self initiated project”, encompassing design, art and football.

And I have to admit, at that point I was worried, not being a fanatical football lover, and having attended the talk in order to see some great ideas-driven graphic design from a company who have featured in D&AD every year for 23 years, I wasn’t sure I was up for a lot of football anecdotes and personal indulgences.

But I was too hasty, because Ben went on to tell us how his childhood love of Preston North End football club led from him redesigning their logo and stationery…

…to actually designing their STADIUM with no prior architectural knowledge…

“…it was just working on a grid system, similar to type really…”

If you let a graphic designer loose on a football stadium, then this is what you’re going to get:

Amazing. Seats as pixels. I have to say, that football or no football, this was right up my street, and exactly the sort of thing I struggled to inspire various meeting rooms of people with for England United. It was that sort of moment when you see something you wish you’d thought of first, except it was worse, because I had thought of it, and had it discarded.

Here’s his logo for The Great Room, the stadium’s hospitality suite:

Another shot dead on target. And what about a gift bag for the ajoining National Football Museum?

Bang. A hat-trick. The crowd go wild.

The talk predictably went into extra time. Despite there being only one project to discuss, Ben’s love for it shone through and that sort of dedication to the fabric of a brief always results in special things.