Reawakening the DragonThe new face of Welsh football is soon to launch, following a complete brand makeoverof the Football Association of Wales (FAW) carried out by leading London creative brandagency Bulletproof.Following a multiple agency credentials review by the FAW earlier this year, Bulletproofwere chosen to refresh the FAW core identity and create a full suite of supporting brandelements, as part of a complete ‘root and branch’ brand repositioning.Considered as having visually fallen out of touch with modern football, the FAW wasin need of a new image to help it reconnect with Welsh fans whilst reigniting the passionfor football in Wales.Bulletproof’s challenge was to produce a holistic brand suite, unique and ownableto Wales that expresses national values, whilst delivering the new ‘progressive voiceof football’ positioning. One of the initial tasks was to redesign the core FAW brandidentity, which had not been touched in 55 years. Commenting on the work, Tony Connordesign director at Bulletproof said: “From the outset it was our intention to breathelife and purpose into the brand through the marque and it’s associated elements. Wecollaborated with the illustrator Chris Mitchell, to craft an emblem that retained heritage,whilst moving the brand forward in a dynamic and contemporary way.”The new branding system features an abstract fire-breathing dragon evoking thedynamism and energy surrounding the game and helping support the new strapline‘fire up your voice’.A new strategic brand architecture was subsequently created to optimise the roles andrelationships between all the organisational brand assets including all Welsh NationalTeams, Welsh Premier league and the Welsh Cup. With all logos developed to ensurea synergy-promoted consistent DNA through the family of assets.“This project was a massive opportunity to work with the Football Association of a proudnation. The challenge was always to strike a sympathetic balance between the historicand the contemporary… the past and the future. We feel the final creative solutionconsiders these factors fantastically well. It’s a very inspiring body of work and we wishthe FAW all the luck in achieving what is a extremely commendable goal… please excusethe pun!” said Bryan Mayers group account director at Bulletproof.
The new emblem
Outdoor 96 sheet applicationWeb skin
FAW Premier LeagueThe new symbol for the ‘FAW PremierLeague’ has been created to sit asa ‘Family’ with the FAW crest and tohave a high degree of visual cohesionwith the other marques.
Thanks for your timeGive me a call if you would liketo discuss any future projects,or if you just fancy a chat…Sam Carrington 0207 395 613628-32 Shelton Street, Covent Garden, London WC2H 9JE0207 395 3636 www.wearebulletproof.com