Consolidating OneFootball Brand guidelines
Operationalizing Brand Strategy Through a Scalable Identity Toolkit.
Brand Recognition
A modern, kinetic brand world that speaks directly to young football fans.
Partnership Appeal
Scalable foundation that boosted engagement and partnership value.
Global Rollout
Successfully deployed across mobile app to match broadcasts.
OneFootball — a leading football media platform — was evolving from a news aggregator into a more immersive, fan-first ecosystem. With 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 expression.
Bold, Youthful, Fan-First
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.
A Scalable Foundation for Expansion
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.
- Client
- OneFootball
- Agency
- Tommy
- Year
- 2021
- Role
- Brand Strategy Direction
- Identity by
- Design.Studio
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
© Alexandre Meyer
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© Alexandre MEYER
Brand & Creative Strategy