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.
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 first 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.
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.
And excellence doesn’t rest. Since the initial relaunch, we’ve built out the club’s hospitality proposition and developed a launch campaign to elevate the matchday experience for fans, and created tailored partnership collateral to showcase the realised potential of Southampton FC to investors and brands.
Southampton’s ESG programme, ‘The Halo Effect’ encompasses an impressive range of commitments across Environment, Fans, Community and Corporate Governance. It was crucial to ensure the club’s core vision and work are clear, so we developed a distinctive identity and launch campaign, alongside a punchy brand report – just in time for the public announcement that Southampton FC had hit number two in the Sustainability Premier League.