Naisten Liiga Brand Identity

The Naisten Liiga is the top league of women’s football in Finland, it was founded in 2006 with the first season played in 2007 to celebrate 100 years of the Football Association of Finland. The league is contested by 10 teams representing regions right across the country.

The Naisten Liiga is the top league of women’s football in Finland, it was founded in 2006 with the first season played in 2007 to celebrate 100 years of the Football Association of Finland. The league is contested by 10 teams representing regions right across the country.

The FA of Finland asked us to deliver a new brand identity for the league that embodied the following:

- dynamic

- athletic

- glamour

- excitement

To hit this criteria we designed a Supergraphic and placed it at the heart of the identity. To add individual team personality the Supergraphic works in eleven colour schemes; one for each of the ten teams and one to represent the core Naisten Liiga product.

A series of player photographs have been shot which add a sense of explosive action to the identity. The images are highly stylised and speak of football rather than specific players, the imagery is embedded into the Supergraphic bringing further opportunity for modulation and impact.

These brand elements work together with a big and bold approach to type to create print and digital marketing assets for the Naisten Liiga as of May 2015.