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Brentford Football Club

To achieve their ambition of sustainable Premier League football, Brentford know they need to evolve off the field as well as on it. We’ve been working on their brand since 2014, helping lay the foundations for long-term success.

The challenge

How can a traditional club grow while staying true to its roots?

Brentford is a small club with big ambitions. They’re moving to a new stadium in 2019 and aim to be playing Premier League football by the time they move in. To compete with the big boys they need to attract a new generation of fans, and build deeper connections with their loyal fanbase.

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The insight

TRADITIONAL CLUB, INNOVATIVE IDEAS

Having spoken at length to key fan groups, directors, players and management it became clear that Brentford is a club unlike any other. Although it's slowly building a reputation as being among the most innovative clubs in Europe, it remains a true community club in an age of corporate football megabrands.

brand positioning

London’s local club

To grow, Brentford need to be recognised as an ambitious London Club, as much a part of the world’s most dynamic footballing city as Arsenal, Chelsea or Spurs. But whatever success or money comes their way, they’ll always stay true to their local roots. 

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“There’s no hierarchy between the directors, the players and the fans."

Brand research: fan focus groups

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Identity system 

Iconic stripes, evolved

Inspired by the red and white stripes the Bees have played in since 1926, we created a flexible identity system that's rooted in tradition but designed for a digital world.

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Crest redesign 

Simpler, bolder, more iconic

As part of our ongoing work with the club we’ve recently completed a comprehensive project to redesign their crest, creating a more striking, simple and recognisable design that stays true to The Bees’ heritage.

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Ready for anything

We designed the new crest to work effectively in a huge range of digital and physical applications — from app icons to above the entrance on their new stadium, in full colour, single colour and as a standalone graphic element

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Core brand campaigns

As well as designing their brand identity and crest we’ve worked on a huge range of creative briefs for Brentford, from producing kit launch photography and campaigns to developing their membership offer.

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Making fans the heroes

Rather than focus solely on players like most other clubs, we made the fans the hero of the identity, commissioning a range of photography and films that capture the community spirit at the heart of the club. 

Digital first brand identity

The digital revolution has transformed how football clubs connect with their fans. Every aspect of Brentford’s brand has been designed digital-first, helping the club innovate off the field as fast as they are on it.

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“We can't outspend the competition, so we have to outthink them"

Matthew Benham, Owner, Brentford Football Club

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“In the next few years, we will be taking huge strides with the move to a new stadium. It's the most exciting time ever in the history of Brentford Football Club."

Mark Devlin, CEO, Brentford Football Club

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Quote

From day one Onwards threw themselves into the project with enthusiasm, building up a detailed understanding of our club, our fans and our culture. They’ve translated it clearly and imaginatively into all areas of our brand, through insightful strategy and outstanding creative work across all our key channels. The ideal partner for a forward-thinking club like ours.

Kurt Pittman , Marketing Director, Brentford Football Club

Project disciplines
Brand strategy, brand identity, tone of voice, campaigns & content, digital design, films, photography, brand guardianship.

Project collaborators
Photography: Matt Davis
Illustration: Peter Horridge
Film production: Storyman

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