In an increasingly brand-driven, globalised market for football, perception and brand development are evermore important. Our work for Southampton Football Club looks to shift perception from that of a provincial club to more globally appealing.
Outside of Europe’s small group of elite clubs it takes a different approach to make impact and increase appeal. Unable to out-gun Champions League sides, Premier League clubs need to outsmart them and do things differently. This identity concept seeks to establish Saints as an aspirational yet accessible club; an antidote to the larger, faceless clubs, Saints have an alternative approach based on rich heritage combined with flair on and off the pitch.
Based on the theme of the escapism football provides, we developed a fantasy themed look and feel moving away from conventional, more literal football promotion. We believe that football and its clubs should add colour to people’s lives, entertaining above all else.