Home Park

The new jewel in the hospitality crown of the South West

The Challenge

Plymouth Argyle Football Clubs plans to redevelop the old Mayflower stand at Home Park will be completed in the last quarter of 2019 – perfectly timed to coincide with celebrations in 2020 to mark the 400th anniversary of the Pilgrim Fathers voyage to the New World.  The £6 million-plus scheme is the first of two stages which will eventually see all four sides of the stadium linked up.

As part of the development project the clubs hospitality offering is also being significantly updated – boasting the addition of outstanding banqueting and conference facilities that will see it compete with the largest and very best in the South West. This new hospitality offering is being sold under the sub-brand of Home Park. We were honoured to be selected as the agency to undertake this prestigious identity project.

The Just Enough Brave team quickly understood the essence of what we were trying to achieve with Home Park and went on to translate that idea into a sophisticated brand identity that has resonated with both board, general public, business and fans alike. We are delighted with the results of their work.

Jamie Yabsley - Head of Marketing Plymouth Argyle FC

The Solution

Working from the marketing teams comprehensive brief we created a refined identity and visual language that took heavy influence from the architecture of the ground. Partnering contemporary typography with a rich colour palette and a diamond-like visual language we achieved a memorable identity that sits harmoniously alongside the clubs crest. We then rolled the identity through to a raft of brand touch-points ranging from print to digital and video content. We also assisted the marketing team developing a tone of voice for all the marketing materials.

The Results

The launch of the Home Park brand and the premium Pioneers membership package was met with much enthusiasm and the launch video we created had over 7500 views across their social platforms.

With such an exciting match-day offer and a comprehensive promotional campaign, more than 50% of the available Pioneers packages were sold in five days alone! Subsequent membership packages have sold at a similar rate. The Home Park brand is on track to be a roaring success when it opens for business in late Autumn 2019.

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