The consultancy was appointed in April on the strength of its work rebranding the adult membership offer last year. It has worked with the club for four years.
Junior Gunners provides fans aged up to 16 with ticket offers and Arsenal-themed merchandise. Richard Stevens, designer at 1977, says, ‘Arsenal wanted the Junior Gunners’ message to be communicated more clearly across a diverse age group.’
He adds, ‘The club felt that the existing brand didn’t have an age-specific focus. It wants specific tones to engage different ages at their own level.’
The consultancy created three sub-brands based around age groups: Welcome To Our World (up to three years old); Team JGs (four- to 11-year-olds) and Young Guns (12- to 16-year-olds). It opted to keep the Gunnersaurus club mascot, which Stevens says appeals to all groups.
As well as a new umbrella logo, the sub-brand marques each feature a different Gunnersaurus incarnation in the Arsenal crest.
The consultancy has also created a membership pack for each age group, including, for the Young Guns, a yearbook, passport holder, beanie hat and wash bag.