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The launch of Aqueduct’s new website is accompanied by a report detailing our latest thinking, titled Only Human, which you can download now. As a digital agency, this title might seem initially counterintuitive. But our experience from working with clients, along with how we have seen the market evolve, leads us to be surer than ever in one of our core beliefs – that people are the answer to …

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In 2012, we and Sunderland AFC launched the first responsive club website in the Premier League. In 2016, we have broken further new ground and launched the Premier League’s first mobile-first club website, and with it, a bold new vision for Sunderland AFC. See the site here. As Head of Design, my role within the project, beyond that of defining the visual direction, covered the planning and determining of …

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My relationship with football pretty much fits the Kübler-Ross model to a T. I have tried to deny its existence. I have felt anger over the seeming incessant number of games. I’ve unsuccessfully bargained over social arrangements during various tournaments: “Pleeeease can we go to a pub without a big screen for once?” And then there’s the depression I felt that so many people could throw such fervour and …

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