Brand Strategy Direction — OneFootball × Tommy
Consolidating OneFootball brand guidelines.
At a glance
Challenge
A bold new identity by Design.Studio needed strategy to match: articulate positioning and rules of expression as OneFootball evolved from news aggregator to fan-first ecosystem.
Approach
Refresh the strategic foundation — positioning rationale, manifesto, tone of voice, brand principles — and operationalize it through a brand & motion playbook.
Impact
A modern, kinetic brand world rolled out globally from mobile app to match broadcasts — a scalable foundation for continued expansion.
From news aggregator to fan-first ecosystem.
OneFootball — one of football's fastest-growing digital platforms — was becoming something bigger than a news app. The brand had to grow with it.
With a bold new identity crafted by Design.Studio, Tommy was tasked to develop the brand & motion playbook that would make it usable at scale.
My challenge: refine and articulate the brand strategy and positioning so the new rules of expression had a strategic spine — not just a new look.
Bold, youthful, fan-first.
Working with the design and leadership teams, I shaped the refreshed strategic foundation for the rebrand — then turned it into a playbook every team could run.
From that foundation, the identity came to life through a modular design system anchored in expressive motion, flexible layouts and a vibrant palette — cohesive across every touchpoint, from product to broadcast to partnerships.
Positioning rationale
Defined the strategic territory — where OneFootball plays, and why it wins with young football fans.
Manifesto
Articulated the brand's purpose and ambition in language teams could rally behind.
Tone of voice
Set the voice: bold, youthful, fan-first — governing how the brand speaks everywhere.
Brand & motion playbook
Packaged manifesto, guidelines, motion principles and application examples into one operational toolkit.
"A kinetic brand world that speaks the language of young football fans."
A scalable foundation for expansion.
The new identity rolled out successfully across OneFootball's global platform — from mobile app to match broadcasts.
It boosted brand recognition, engagement and partnership appeal, and now serves as a scalable foundation for the company's continued expansion.
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