Women’s football is one of the fastest growing participation sports in the UK and the No 1 sport for females in England. So why does the women’s domestic game struggle to attract supporters, while the men’s game grows and grows?
The FA were looking to change this with the first professional women’s football league in the UK and an identity that encompassed their new and exciting vision for the game.
The brand needed to serve as a beacon for the whole sport and create a unique sense of identity enabling women’s football to emerge with its own spirit and values. “Football with a female kick” was developed, summing up the women’s game by providing a confident, competitive and spirited focus.
A bold, vibrant visual style, bridging traditional, digital and broadcast mediums with an animated identity and graphic style formed the heart of the brand. The true flair of the women’s game was communicated through confident photography and spirited typography, with a carnival of colour and attitude.