The Football Association has appointed Elmwood to create a series of new identities, one for the new England supporters club, one for England matches and major cup games, plus the FA’s 2000 report.
The consultancy is creating the name and identity for the supporters club, which is being restructured and rebranded by the FA in a bid to attract a broader cross section of supporters and offer a wider range of services. The work is set to be launched in early summer.
Elmwood, working alongside EHSrealtime, which is managing and launching the new scheme on behalf of the FA, has already completed a brand development programme looking at how the club is perceived and what members expect from it.
While Wembley Stadium, the traditional venue for big games, is being rebuilt, Elmwood is also creating the identity for England international and cup final games, which are being played at different stadiums around the country.
“The FA wants to give a look and feel to each game and to the stadium it’s played in, which, for example, could be decked out in orange. This identity will be carried across on to things like ticketing,” says Elmwood director Simon Preece.
Elmwood made credentials pitches for both identity projects. The latter identity will also link with another FA initiative, a touring football exhibition.
Following the creation of the FA’s 1999 annual report, which outlined the association’s vision for English football over the next three years, the consultancy has also been re-appointed to produce the look and feel of the 2000 report, which will outline changes made by the FA during the past 12 months.