Following the appointment of a new Marketing Director and CEO in 2017, Chelsea FC embarked on it's first significant brand positioning exercise in it's 112 year history.
Working alongside the Head of Brand, and reporting directly to the board, we immediately identified our intention to be a brand bigger than our product - to position ourselves as a lifestyle brand FROM football, rather than IN football.
After establishing our new brand values, the core assets of the brand's visual identity were refined - a new, bespoke Chelsea Basis font was introduced alongside a graphic representing our new, proposed stadium. Brand colours were evaluated and streamlined, before implementing the new look and feel across the brand.
I was responsible for leading the internal design team of 8 designers, as well as a number of external agencies on everything from stationery and signage, to season tickets, social media and matchday publications.