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Bulletproof rebrand the Football Association of Wales

Posted by: Bulletproof | Date added: Wed 12 Jan 2011

The new face of Welsh football is soon to launch, following a complete brand makeover of the Football Association of Wales (FAW) carried out by leading London creative brand agency Bulletproof.

Following a multiple agency credentials review by the FAW earlier this year, Bulletproof were chosen to refresh the FAW core identity and create a full suite of supporting brand elements, as part of a complete ‘root and branch’ brand repositioning.

Considered as having visually fallen out of touch with modern football, the FAW was in need of a new image to help it reconnect with Welsh fans whilst reigniting the passion for football in Wales.

Bulletproof’s challenge was to produce a holistic brand suite, unique and ownable to Wales that expresses national values, whilst delivering the new ‘progressive voice of football’ positioning. One of the initial tasks was to redesign the core FAW brand identity, which had not been touched in 55 years. Commenting on the work, Tony Connor design director at Bulletproof said: “From the outset it was our intention to breathe
life and purpose into the brand through the marque and it’s associated elements. We collaborated with the illustrator Chris Mitchell, to craft an emblem that retained heritage, whilst moving the brand forward in a dynamic and contemporary way.”

The new branding system features an abstract fire-breathing dragon evoking the dynamism and energy surrounding the game and helping support the new strapline ‘fire up your voice’. A new strategic brand architecture was subsequently created to optimise the roles and relationships between all the organisational brand assets including all Welsh National Teams, Welsh Premier league and the Welsh Cup. With all logos developed to ensure a synergy-promoted consistent DNA through the family of assets.

“This project was a massive opportunity to work with the Football Association of a proud nation. The challenge was always to strike a sympathetic balance between the historic and the contemporary… the past and the future. We feel the final creative solution considers these factors fantastically well. It’s a very inspiring body of work and we wish the FAW all the luck in achieving what is a extremely commendable goal… please excuse the pun!” said Bryan Mayers group account director at Bulletproof.


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