The Brief

To develop an evolution of the England brand visual identity, for senior men's and women's teams and the mixed-age development teams. The creative solution needed to ensure all teams feel part of the same brand (One England) but with clear differentials.

As part of the existing in-house design team who used the England brand frequently, we were in a unique position as an agency as we had first hand knowledge and user experience of the England brand. Understanding the current limitations allowed us a unique insight into where this brand needed to go. We knew that the new brand needed to have more flexibility and adaptability while also reflecting England's young, dynamic and exciting squads.

It was also important that this brand worked across various formats, which meant a lot of testing to make sure the brand colours were suitable for both digital and large format print applications.