Professionalising the professionals

The Society for Professional Footballers (Spillerforeningen) operates in a complex and often political space between the media, trade unions, clubs, governing bodies, agents and most important of all, the players themselves. They needed to give their brand a clearer-defined position and expression to reflect their strengths, ambitions and expertise and to galvanise their organisation. After several sessions around the tactics board and a rousing pre-match speech or two, we set about the task of helping them define themselves and refining their identity to fit. A unifying core story and values were expressed through a custom typeface, new logo, website and tone of voice, bringing modernity, dynamism and new relevance to the brand. The final result: Spillerforeningen 1 Business-as-usual 0.