Chelsea Football Club - Junior Blues

  • Amy Callaghan
  • Nidhi Sudhan
  • Tom Love

'Kids Clubs' across football and other sports feel out-dated and disengaging for the new generation of digital natives, resulting in a lack of participation and engagement among young people. Solution Following in-depth research and workshops with Chelsea's youth supporters, we created a dynamic digital brand that engages young fans and offers them exclusive access to Chelsea Football Club. Taking inspiration from other popular gaming and entertainment platforms that our audience is engaging with, the new Junior Blues identity brings Chelsea's youth proposition into the 21st century with video content, games, behind the scenes content, exclusive competitions and access to their favourite players. Along with a bespoke new typeface and colour palette, we've created a 'Supergraphic' background inspired by the logo's evolution to punctuate Junior Blues content alongside a suite of bespoke illustration of players, mascots, emojis and animation. The new identity creates an exciting new platform which is both playful and engaging for a youth audience of savvy digital natives. Deliverables: Strategy Workshop, Strategic Repositioning, Brand Manifesto, Naming, Logo Mark, Visual Identity, Bespoke Typeface, Colour Palette, Illustration, Animation, Video, Social Media Assets and Website Skin. ​