CHELSEA FC
BRAND POSITIONING

BRIEF

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.

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SOLUTION

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.

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© Braan Creative 2018