The Welsh Premier League Brand Identity

The Welsh Premier League is the national football league of Wales, it contains 12 teams and it sits at the top of the Welsh football league system.

Without a cohesive brand identity in place the league was not as sound a platform as it could be. To address this The Football Association of Wales asked us to create a brand expression that would bring a strong identity to the league and help with promoting fixtures, selling tickets and attracting sponsors.

The Football Association of Wales also wanted to change the way people see the league and reflect the value of winning it and qualifying for the UEFA Champions League. This was our inspiration and put us on a path of seeking out an engaging brand expression using photographic portraits of every team against large areas of flat team colour.

We photographed all of the teams in the league and worked on developing a distinctive post production effect. Individual players were then composed in groups and used across posters, matchday programme covers and various digital communications assets.

The brand rolled out in September 2014.