Plymouth Argyle Football Club's plans to redevelop the old Mayflower stand at Home Park in late 2019 and perfectly timed to coincide with celebrations in 2020 to mark the 400th anniversary of the Pilgrim Fathers voyage to the New World. The £8 million scheme is the first of two stages which will eventually see all four sides of the stadium linked up.
Bring a new
brand to life
As part of the development project the club's hospitality offering has also been significantly updated, boasting the addition of outstanding banqueting and conference facilities that will see it compete with the largest and very best venues in the South West. This new hospitality offering is sold under the brand of Home Park. Just Enough Brave were honoured to be selected as the agency to undertake this prestigious identity project.
Just Enough Brave created a sophisticated brand and digital presence that has resonated with both the board, general public, business and fans alike. We are delighted with the results of their work.
The jewel of the South West
Working from the marketing team's 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 sophisticated colour palette and visual language that payed homage to some of the remaining art-deco architecture, we achieved a memorable identity that sits harmoniously alongside the club branding.
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 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 in 4 weeks 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. Since opening Home Park has proven to be a roaring success.