The process
The brief was fairly open, and after some time of exploration, I settled on the idea of displaying the team crests as though they were on a player's shirt with subtle movement and lighting effects (which were achieved with various effects, including Turbulent Displace in After Effects).

I extensively researched each team's home shirt pattern and colours for the upcoming season and recreated these using Adobe Illustrator and Photoshop. The placement and scale of the crests carefully follow how they appear on the team's shirts. Obviously, many of the visiting teams might need to play in their 'away' or 'third' strip when being hosted at Brighton & Hove Albion. But as their first kits reflect their brand more fully, it was agreed safe to keep it this way.