The Scottish Cup Brand Toolkit

Empowering Clubs of all sizes and capabilities to create professional-standard communications acutely aligned with title sponsor's ambitions.

Ahead of the 2013/14 Scottish Cup season The SFA asked us what could be done to ensure a consistent brand presence including full and correct representation of title sponsor William Hill across all marketing communications throughout the competition.

Our answer was to develop an online Toolkit that equipped Clubs with everything they needed to make their own Scottish Cup branded collateral.

The first steps of the project were to design a brand identity, working closely with The SFA we developed an idea with trophy ribbons as its core theme. This identity was realised through new trophy photography with additional illustrative elements, a new colour palette and typography.

This brand was then activated by all Clubs in the competition via the online brand Toolkit.

The Toolkit is a high-powered resource that levels the playing field when it comes to creating pro-standard communications. As a digital platform it is equally available for free to every Club in the competition no matter their size, no matter their status. This means every Club taking part can create bespoke, professional-looking print and digital campaigns quickly – and – they can have fun while they are doing it.

At the heart of the Toolkit are the brand elements for The Scottish Cup which includes representation for William Hill – the competition's title sponsor. Therefore the Toolkit, as well as empowering the Clubs, also ensures visibility of the William Hill brand across the gamut of collateral created throughout the entire season.