Realising Potential

McLaren

The DNA of Winning

Eurostar

How do you become Europe's most-loved?

Fitness First

Survival of the fittest

Sky Casino

The high-performance casino

Ascot

A cut above

Lidl

How can low-cost translate into high engagement?

Ownable

The new way to shop from magazines

Breast Cancer Now

How do you stop women dying of breast cancer?

Fetch

Always pleased to see you

One Feeds Two

How do you really feed the world?

London's Air Ambulance

A new helicopter saving the lives of Londoners

Fabled

The beauty of feeling good

Tom Kerridge

The stamp of two Michelin star quality

Gravity

Rewriting the laws of gravity

Southampton FC

Realising Potential

Brand Architecture
| Brand Identity
| Brand Positioning
| Tone of voice

Realising Potential

For Southampton FC to continually punch above their weight in the Premier League is no mean feat. They’ve bucked the convention of buying success with smart thinking and a commitment to raising young, home grown talent. It’s what they call turning Potential into Excellence – a philosophy that runs through every part of the Club.

Creating a dynamic squad

Football is only part of the Southampton story. From their work in the community through Saints Foundation, to their Events and Learning & Development brands, the Club is alive and kicking on many levels.

Our priority was to get every part of the Club pulling in the same direction. We developed their brand architecture and created a simplified approach to naming that unified the Club and got each area working as hard as possible to build brand value and drive revenue across the group.

Building a platform to perform

It’s about more than just getting Southampton to look the part. It’s making them more relevant on digital channels and giving them the platform to grow into new areas like eSports. And it’s helping them excite people, win new fans, engage new sponsorship partners and ultimately, turn Potential into Excellence across everything they do.