I generally stay away from the English leagues as I find the Premier League to be so powerful that the game stops being enjoyable for me. Though I might be tempted by Sunderland if their young squad has as many high potential players as they should have.
Other than that, I tend to follow a pretty familiar formula of taking a club from a lower European league as far as I can. In FM22 that was to win a Europa League and 10 League titles with Hammarby.
In FM23, I'm tempted by bringing Wisla Krakow back from the 1st division, to the peak of Polish football and then seeing if I can compete in Europe.
Another idea I have for a story is to make the once free territory of Trieste, one of the most important seaports of numerous empires a force in the footballing world by bringing Triestina to glory from Serie C in Italy, using a transfer strategy drawn from their historical allegiances and geographical location (Croatia, Slovenia, Austria, Hungary and Italy).