Winners 2015/Brand Identity under £100,000 Gold

Project: Goal

Client: Perform

Design: Elmwood

In 2011, the football website, had almost 30 million monthly hits, but it lacked credibility amongst supporters who preferred to get their regular dose of football news from national sites such as the BBC and Sky Sports.

In repositioning so that it was no longer seen as a website but a complete digital portal, the .com was removed from the name and an instantly recognisable, simple, straight-talking brand symbol,goalposts with a registered trademark in the top corner,was developed.

Since the rebrand in 2013 results have been spectacular - the fan base has increased by 54% with the website recording a record 52.5 million unique visitors in April 2014 and they now have 15 million Facebook fans, more than Sky Sports. What’s more, an 1100% increase in sponsorship has resulted in a 32% increase in revenue to £56.9 million for quarter one of 2014.