Music has rebranded five-a-side football brand Powerleague, which is repositioning around improved customer experience and digital services as well as the creation of “football destinations”.
Powerleague has football pitches and facilities across the UK and Europe where organised amateur football leagues and tournaments take place.
In 2015 Music was brought in to bring the brand in line with the repositioned business and improve the way customers engage with the brand’s digital services.
Reinforcing local connection
A research phase identified core principles including the spirit of learning to play, local allegiance and pride, the growth of women’s football and uniting people through “a sense of shared passion and community”.
Customer insight data revealed that 90% of players live within ten miles of the area they play in. In response to this Music looked to reinforce the idea of connection and local pride by designing a crest for each Powerleague club imbued with a sense of place.
There have been 50 Powerleague crests created, each designed so that it avoids colours or symbolism associated with known teams.
“Clubhouses” created and branded
Powerleague “Clubhouses” will be redesigned to reflect the new branding – the first being Barnet before a further roll out takes place.
Music creative director David Simpson says: “This is what football is really about – getting people together, creating a tribe and instilling local pride.
“Wherever you live and whoever you follow, the passion and energy behind football can be distilled into a powerful icon – the club crest. It gives belonging and meaning. We look forward to seeing the adoption of the crests on kits throughout the UK and we can’t wait to see the interior designs in place.”
A new site designed by Music with its digital partner Anything, will enable customers to access more services and localise their membership.