FC United of Manchester
Uniting club and community

Brand Challenge

A fan-owned football club with a rich history and strong community ties, FC United of Manchester lacked a cohesive brand identity that allowed the club to communicate their unique values and mission effectively.

Behavioural Insight

Fans of big football clubs feel alienated from corporate ownership and top-level decision-makers, but FC United offers something different. Their fans are the owners, and anyone can be. You could become one right now. This sense of community and togetherness is unifying, and a powerful platform to build a brand.

Transformation

We developed a compelling, consistent, and cohesive narrative, visual identity, and tone of voice. 'Stronger United' sets the tone with an attitude and belief that resonates with the FC United community.

A striking woven pattern and custom typeface represent the club’s three core values: football, fans, and community. These unique assets tie together the club’s proud Mancunian heritage, the role that community plays in making the club special, and the good work the club does for local communities.

The new brand identity elevated FC United's image, reflecting a professional, unified, and purpose-driven organization across all channels.

What our client said

“We are immensely grateful for your team's support. The results have exceeded our expectations, and we're thrilled with our new identity. Your guidance throughout this journey has been invaluable. As a community-focused organisation, we deeply appreciate your belief in our mission. Your expertise and shared values feel like a true partnership.”

Nick Boom, Chair of FC United of Manchester

Red background with the FC Manchester United logo at the top center. White text in the middle reads, "We Are Stronger United." White text along the left and right edges reads, "Saturday on 0'Clock," and at the bottom, there is a stylized FC logo with the text "EST. 2005."
Design with red, white, and black horizontal stripes containing the text '100% FAN OWNED' in bold, stylized fonts.
People smiling at a conference or event, with one man in the front and others seated behind, with a large overlaid text that says 'REVERA' and 'VOICE'.
Bold black outlined text on a red background reads "TYPE" with smaller white text overlaying it that says "CUSTOM TYPEFACES BOLD & WOVEN".
Black background with the word Preston in white stylized text, FCUM logo on the right, and FC United of Manchester crest on the left.
Close-up of the word 'LOVE' in bold capital letters with each letter filled with various striped and solid color patterns, including red, black, yellow, white, and gray, set against a black background.
Bright red background with white, wavy text repeating the phrase 'IT ALL IS FOR EVERYONE' and 'FOOTBALL IS FOR EVERYONE'.
A large outdoor billboard promoting a local football club, featuring two players in red jerseys celebrating a goal, with the club's logo and slogans 'We are stronger United' and 'Be part of it'.
Posters celebrating 20 years of Manchester United, featuring images of a young man and woman, with black and red backgrounds, on a wall in an urban setting.
A brick wall with three identical red, black, and white posters. The top posters feature two smiling soccer players in red jerseys celebrating on a field, with the text "We Are Stronger United." The bottom posters display a woman with short hair and a confident expression, with the large letters "UM" and the phrases "100% Fan Owned" and "Football for Everyone."
Young male athlete in red and white sports uniform standing against a red and black background.
Young man in a jacket and FCU scarf smiling among several other people in a stadium. Text overlay says 'The Future is Fanned'.
A person with a buzz cut hairstyle wearing a black shirt with printed numbers '20 05' on the back, standing outdoors with a blurred background of trees and cars.
A black and white photo of a middle-aged man wearing a baseball cap and a T-shirt with the word 'FCUM' on it, standing against a dark background with diagonal white lines.
Crowd of football fans in a stadium, wearing team colors, with a flag waving in the foreground, supporting F.C. UMM established in 2005, with the words 'We Are Stronger United' at the top and 'Fans Football Community' at the bottom.
A young woman with dyed pink and black hair wearing a red t-shirt with the words 'We Are Stronger United' on the back, and camo print pants, standing outdoors against a blue sky.
An elderly man with gray hair and a beard, sitting in a dark chair against a red wall, wearing a dark polo shirt, looking at the camera with a serious expression.
Business cards for Danny Davis, the general manager of FC Utd football club, on a red textured background with black, white, and red geometric designs. The cards display contact information including an email, phone number, and website.
A man standing outdoors at night wearing a black hoodie with a white logo and a black cap, with blurred city lights and buildings in the background.
Series of soccer match updates and player highlights on mobile screens, featuring goals, substitutions, and first-half kickoff for FC United of Manchester.
Red poster with the FC U of M logo, displaying the text 'We Are Stronger United' and 'Everybody is a fan owned since 2005' in white letters.
Young woman with long green hair wearing a gray hoodie with red text that says F**K on the front, standing outdoors in front of a brick building with windows and balconies.
Person wearing a black F.C.U.M jacket and a maroon cap, standing in a tunnel with bright lights overhead and circular wall patterns.
Red scarf with black fringe featuring the logo of the Football Club United of Manchester and the word "RESIGNED" printed on it, laid on a red background.
Concrete wall with a red arrow pointing upward and a white outline of the letters 'S' and 'Y' below, and the words 'South Stand' in black underneath.
A soccer player in a red jersey and white shorts kicking a soccer ball on a field, with other players and spectators in the background, overlaid text reads 'RED REBELS' with a club logo.