THE TIME IS NOW
Coinciding with a league restructure, naming exercise and Europe’s only fully professional women’s league, The FA invited us to create brand identities for the top three leagues in the women’s football pyramid and The FA Women’s Continental Tyres League Cup.
SAME LAWS. DIFFERENT GAME
Building on the foundations of The FA’s ‘Gameplan for Growth’, the objective was to create more harmony across women’s football, increase awareness amongst the core target audience of girls aged between 7-15 years, and ultimately help drive attendance figures at football fixtures across the country.
RAW. REAL. READY FOR ACTION
Our journey started with an intense immersion into the world of women’s football. Visiting grassroots clubs, league and international fixtures across the country, and speaking to fans, parents, players, clubs and league representatives. We got under the skin of the women’s game and discovered what makes it unique.
PUSHING THE GAME FORWARDS
The ambition was to create a family of league brands that champion the women’s game as a united force, and a modern and powerful movement in today’s society. Each brand reflects a core story that sits at the heart of the individual leagues and has been designed to appeal to The FA’s core target audience of 7-15 year olds.
POWER OF THE GAME
The launch campaign draws upon the many benefits of the game. Targeted social assets were created to help increase the awareness and widen the reach of women’s football. ‘Power of the Game’ also acts an internal mandate to help shape The FA’s proactive communications, and drive interest and participation across England.
Working with Stephanie Sian Smith we photographed players from across The FA Women’s Super League and The FA Women’s Championship clubs to capture their unique personalities to add impact and life to the campaign.