ONEFOOTBALL BRAND POSITIONING & PLAYBOOK

Consolidating OneFootball Brand guidelines

Operationalizing Brand Strategy Through a Scalable Identity Toolkit.
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Challenge

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.

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Approach

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.

These elements defined how OneFootball would show up: bold, youthful, and fan-first. From there, the identity was brought to life through a modular design system—anchored in expressive motion, flexible layout structures, and a vibrant color palette—ensuring cohesion across every touchpoint, from product to broadcast to partnerships.

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OneFootball Refreshed Playbook (including manifesto, brand guidelines..)

OneFootball Sizzle

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Outcome

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

Ambitious brand vision?

Let’s bring it to life.

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© Alexandre MEYER 2025

Shaping What's Next