Brief:
The brief asked me how might design and innovative technology improve local Welsh football? I decided to rebrand the JD Cymru Premier to help raise awareness and engagement of the league.
Visual Research & Ideation
I visually researched a range of topics including: History of Welsh Football; Visuals of Welsh Pride; Innovative Sporting Technology.
Using a solid base knowledge of these topics I generated Ideas to help me solve the brief.
The chosen concept I developed was an idea to refresh the existing daffodil logo. This refresh aimed to make it more geometric/ aesthetically pleasing and to denote cheering fans into the negative space of the petals.
To achieve this I went through several stages of development in order to refine the concept, audience testing it as I worked.
Solution:
The outcome of this development has hit a Goldie locks zone between geometric/ symmetrical and expressive. The negative space fans in the petals can be used as a design system to create a cheering crowd.
Marketing Strategy
The Cymru Premier Rebrand comes with a new marketing strategy, that can be broken down into stages.
Initially this will involve using our core messaging as the strapline, for any marketing materials, to help get the word out that we’re here and ready to let Welsh football shine.
This will be communicated through social media platforms and outdoor advertising techniques - like billboards and posters. Our second stage would be to advertise the app and its prime features, through the same channels.
Finally, the long term strategy would be to advertise upcoming games, again through similar channels, to help raise general awareness of the league.
Brand Messaging
“HOME GROWN WELSH TALENT LOCAL TO YOU”
Our core message is for use in new promotional materials as part of the initial marketing strategy.
Digital Touchpoint
A Cymru Premier brand mission is to have a larger digital impact. This will be achieved through the development of an app, allowing fans to engage with the league and aiming to increase overall engagement.
Another aim of this app is to make coverage of games easier for all stakeholders involved in Cymru Premier. As game coverage can be quite costly, easier coverage would be achieved through the procurement of AI powered camera systems. These systems have been utilised in events at the Paris Olympics and South American football leagues for coverage and analysis, in areas that would not have been previously possible. The Cymru Premier would apply these systems to all matches, thus making the league far more accessible for fan engagement. Match coverage would be accessible as a feature of the app and would act as a unique selling point in the marketing strategy.
Other app features will include:
A league fixtures schedule - showing fans when games are being played.
A news feed - keeping fans abreast of the latest league events.
A league table - showing the current team standings.
A team page - fans will have a favourite team they support, this page will allow them to gain a deeper understanding information on players or team statistics. This feature could also be used in the marketing strategy.
