It was incredibly humbling, and a source of pride and honour to have worked with such an ambitious brand, the whole of the organisation and its audiences. To design a brand that would be owned and used by a community, and that would help the club grow its support base, revenue streams and sponsorship numbers.
And the design process illustrated the importance of involving the people who are closest to the brand, as it would be the supporters who focused us in on retaining the club's motto Audere Est Facere, which when translated gives us 'To Dare is to do.' It was they who felt it perfectly relfected the essence of the club, what they felt about it, what it was known for, its nod to its culture and history, and a reflection of the way the team plays its football.
What the whole of this work does is show the power of callaboration. This is as much about an identity that is created by the people who live the brand day in, day out. And importantly, it gave us a narrative. A strong thread that would run through all the club's communications, across every possible channel and environment. A powerful tool to change the way people think about the club, changing the way people thought about what had been, and embracing the possibilities of the future.