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