Creative agency Raw has completed a brand refresh and stadium overhaul for Wolverhampton Wanderers (Wolves) Football Club. The work includes a new brand approach, new stadium signage and supergraphics displaying quotes by fans…
Since last summer, Wolves’ stadium, Molineux, has been transformed with the addition of a new multi-million pound Stan Cullis stand which houses a retail superstore and museum space, and Wolves commissioned Raw in summer 2011 to rebrand the club and its various sub-brands.
“The commission was born out of the club’s desire to create a more positive and vibrant space for fans at Molineux through the creation of large-scale graphics and a more positive signage system,” explains Raw’s creative director Rob Watson of the project.
“However, a brand review highlighted that disparate marketing material and a lack of high quality brand guidelines had led to the brand becoming diluted over time,” Watson continues. “As such, a rebranding exercise was commissioned with the aim of creating a strong, overarching brand that would influence all of the club’s visual output in the years to come.”
Raw engaged staff at and supporters of the club, interviewing everyone from the tea lady to the chairman as well as fans “to try to get to the heart of Wolves and to understand what it really means to be a fan,” Watson says.
Social media tools including Facebook and Twitter were also used to engage directly with thousands of fans. “Asking questions such as ‘what does Wolves mean to your family?’ elicited a huge response helping us to discover the experiences and values of fans, which really drove the rebranding exercise,” sasy Watson.
Many of the responses elicited have become supergraphics that adorn walkways and stairwells in the stadium.
“The strong, geometric nature of the hexagonal crest provided us with the inspiration for the sub-brands and signage, and a strong core message was created that encapsulated the Wolves mission,” says Watson. “A new typeface, FontSmith‘s Albert Pro, and colour palette have also been introduced that reflect the club’s personality and give new marketing material a consistent look and feel.”
What was, apparently, a four page PDF has now been replaced with Raw’s detailed and clear guidelines for the main brand, sub brands and signage systems within the stadium. These have been printed as booklets housed in a slipcase, images below.
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