Junior Blues
Building the bridge between Chelsea and their young fans
‘Who do you support?’ has earned its place as one of the most successful conversation starters across UK playgrounds. As a club with a proud heritage, Chelsea wanted to boost their global supporter numbers by engaging their fans of tomorrow - but they could only do it if they hit the market just right.
Strategy Workshop, Strategic Repositioning, Brand Manifesto, Naming, Logo Mark, Visual Identity, Bespoke Typeface, Colour Palette, Illustration, Animation, Video, Social Media Assets, Website Skin.
We rallied together with key stakeholders CFC and Nike to get under the skin of young fans. Ages 6-13 and spanning three continents, we looked at how they liked their content (ft. the likes of FIFA, LEGO and Fortnite) and saw how we could gamify our offering to get them backing the blues. With an assist from target market feedback teams, we developed a younger, cooler brand guaranteed to score points with the fans.
Introducing: Junior Blues. Bursting with energy and constantly in motion, it’s everything you’d expect from a Stamford Bridge atmosphere tied up in one mature, aspirational, and digital-first platform. New colourways, ‘supergraphics’, a custom typeface and a hypnotic graphic system gave us pride of place within the club’s iconic masterbrand, whilst creating something young supporters could really call their own.
From conception to production, we created a complete suite of players, mascots and stadia illustrations young fans could fully immerse themselves in. From social media templates to larger-than-life stadia graphics overhauling the Stamford bridge family section, our designs have kickstarted the next chapter in CFC’s history books.
“LoveGunn are a fantastic agency to work with. They have the perfect balance of responsive and proactive account management combined with creative, innovative design development.”
Richard Pallister
Senior Brand Manager, Chelsea Football Club