Plymouth Argyle FC

Positioning Argyle at the heart of the community

The Challenge

After a turbulent period in the club’s recent history Plymouth Argyle was keen to re-connect with the local community. The club embarked upon a re-positioning exercise to ensure Plymouth Argyle once again sat at the heart of Plymothians. Whilst Creative Director at Fuel Communications, Dave was commissioned to bring the club’s recent work to life and help re-launch its membership packages programme.

The Solution

JOIN THE CLUB serves as an opportunity to re-discover a way of life and for people to connect with Argyle. To support this positioning, we developed a vibrant visual language, which used bold graphic assets to tell the ‘heart of the club’ story. Combining the corporate colours, with a fresh palette, contemporary block serifs and engaging photography, the creative team captured the essence of the idea and built a solid platform to begin creating the first key brand touch-point; the club’s innovative membership schemes, ready for the new season.

The Results

The membership schemes campaign exceeded all targets and was shortlisted for ‘best use of digital’ at the Football League Awards 2013. increased club membership numbers by over 40%; increased income by over 30%. The club is firmly re-established in Plymothians hearts as they push promotion in 2016.

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