To truly understand the challenge first hand we began the project with some deep insight; We audited the existing brand and began speaking to the board, the fans and players and coaches. It became clear that WCFC didn’t just need a new visual identity. They needed a brand to unify the players, the fans and the community. The new board of directors were keen to make the club a community based team, to give something back to the local community.
Drawing on all the insights we formed a new brand position; Forward Together. The meaning behind this was simple; the club in conjunction with the local community wanted to forge a new and brighter future. With the new brand position in place we updated the club badge and visual identity. The new identity gives a sense of movement and forward thinking whilst respecting the incredible history of one of the oldest clubs in the league. The new visual aesthetic is full of energy and pride. It has become an empowering and inviting club for the people of Winchester with its new facility not only creating a new home for the first team, but will also open up the club to everybody in the local community.