The Brief

The task was to create a brand which reflected the talent of the future. It needed to consider the inclusion of young and diverse players from Gen Alpha. It’s also important to note the significance of this programme in the women’s talent pyramid, so a reference to that formed part of the visual identity. It needed to feel fresh and accessible, not corporate. Its future association will be with BWSL and BWC so the interim branding solution should lean towards them, certainly in terms of colours but also stand alone.

The brand creative gave us an opportunity to explore a strong wordmark which acknowledge the progression of players through the pathway with a directional inspired motif. This alongside a bold and contrasting colour palette which is fresh and bright and suitable for the Gen Alpha target audeince, but also completely ownable even while having to have a nod to the colours of BWSL / BWC and The FA.