ONEFOOTBALL BRAND POSITIONING & PLAYBOOK
Consolidating OneFootball Brand guidelines
Operationalizing brand strategy through a scalable identity toolkit
CHALLENGE
From news aggregator to fan-first ecosystem
OneFootball -a leading football media platform- was evolving from a news aggregator into a more immersive, fan-first ecosystem. With this shift, the brand unveiled a bold new identity crafted by Design.Studio.
Tommy was tasked to develop a brand & motion playbook/toolkit.
My challenge was to refine & articulate brand strategy & positioning with the new rules of expressions developed with the design & creative teams.
APPROACH
Reshaping the brand storytelling
Working closely with the design and leadership teams, I helped shape the refreshed strategic foundation for the rebrand - starting with the brand positioning rationale, manifesto, tone of voice, and core brand principles.
- Brand positioning rationale defining the strategic territory
- Manifesto articulating the brand's purpose and ambition
- Tone of voice guidelines: bold, youthful, and fan-first
- Core brand principles governing all expressions
From there, the identity was brought to life through a modular design systemanchored in expressive motion, flexible layout structures, and a vibrant color palette ensuring cohesion across every touchpoint, from product to broadcast to partnerships.
A Kinetic brand world
The playbook included manifesto, brand guidelines, motion principles, and application examples across all platforms.
OneFootball Sizzle
OUTCOME
A modern, scalable foundation
The result was a modern, kinetic brand world that speaks directly to young football fans. The new identity successfully rolled out across OneFootball’s global platform, from mobile app to match broadcasts - boosting brand recognition, engagement, and partnership appeal.
It now serves as a scalable foundation for the company’s continued expansion.
COMPANY
Tommy
YEAR
2021
ROLE
Brand Strategy Direction
Contact
Let's
build
something
© Alexandre MEYER