ONEFOOTBALL BRAND POSITIONING & PLAYBOOK
Consolidating OneFootball Brand guidelines
Operationalizing Brand Strategy Through a Scalable Identity Toolkit.
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.
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.
OneFootball Refreshed Playbook (including manifesto, brand guidelines..)
OneFootball Sizzle
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