London's Originals

Integrated campaign // branding // motion // digital // print  

Fulham Football Club were in need of a lift. They were struggling in the League and where all the other football clubs seemed to be progressing on and off the pitch, they seemed to be standing still and had no real identity. They wanted a rebrand, to give their existing fans something to be proud of and to encourage potential fans to join.

Many football fans were feeling distanced from their clubs and the modern game, so we saw an opportunity to give the Fulham fans a more emotive reason to stay connected with their club and give them a sense of belonging. Fulham is unique. They have a great heritage, are the oldest Professional club in London and have an old ground where you are very close to the action. We used these features to create a strong emotional brand platform of 'London's Originals'.

The various communications and #LondonsOriginals became an admired rallying cry for their fans who appreciated the 'original' personal touches the campaign brought them, such as the 1st team players phoning fans to thank them for renewing their season tickets - resulting in their season ticket renewal quota for the following season being met 2 months before the previous season had even ended.