Born to win


Junior Blues is Chelsea FC's platform for 6-13 year olds dedicated to actively engaging the younger generation of it's fanbase. With a website, editorials, gamified content and activations at Stamford Bridge stadium, Junior Blues is the club's touchpoint for young fans across the world.


Transform Awards 2021 'Best new brand within an existing brand portfolio'
Football Business Awards 2021 Finalist 'Best Fan Engagement'


As a club with a long and proud heritage, Chelsea FC sought to boost the number of their global supporters by engaging with the fans of tomorrow. With their locally active Junior Blues platform, the club commissioned LoveGunn to transform it from a group that served the community around the stadium to a global touchpoint through which to communicated passion for the game to young minds across the world.


The LoveGunn approach was to strategically position Junior Blues as closely to the power and passion of the club as possible, distilling in it into engaging and age appropriate content. Thoroughly researching modes of successful engagement across gaming platforms for ages 3-13, we translated the culture of Chelsea FC for a young audience having some of their first experiences of the club.

Translating a historic club into content to engage and excite a new generation of fans.


Conscious that Junior Blues would inform the first impressions of young Chelsea fans for years to come, LoveGunn tightly structured the platform around deep research and an experience of the stadium that felt true to life.

From conception to production, we built a platform built to reflect the thrill of a match. Informative and fun, the experience of Junior Blues across all its iterations needed to be consistent enough to adequately support the Chelsea FC brand and exciting enough to vest the interest of young minds in club spirit and fandom.

The experience of the Junior Blues platform was built to reflect the thrill of a match or live experience of the stadium.


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. 

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 Chelsea FC’s history books.

Chelsea Junior Blues supporter using an iPad and browsing the Junior Blues Website. Digital brand assets of Chelsea Football Club
Overview of Chelsea Football Club Junior Blues Brand Guidelines featuring player illustrations, typography, super graphics and design assets
Father and son Chelsea Supporters at Stamford Bridge with Stamford mascot cuddly toy and CFC Cap. LoveGunn helped capture young fans excitement
CFC Chelsea Junior Blues Stamford Bridge Posters and Junior Blues Magazine featuring Giroud designed by LoveGunn
Chelsea Illustrations - Giroud, Hudson-Odoi, Lampard, Hayes, Willian, Carney, Jorginho, Spence, Kepa, Rudiger, Kirby, Eriksson, Stamford, bridget, Cobham, Kings Meadow, Stamford Bridge
Chelsea mascots Bridget and Stamford at Stamford Bridge illustrated and designed by LoveGunn Transform Award Winner 2020
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Official Chelsea Supporters club membership card and welcome pack designed by LoveGunn award-winning branding agency
CFC Chelsea Football Club art direction using match photography with a doting blue wash. Players celebrating goals at Stamford Bridge in the Premier League
Chelsea Official Supporters Club international fans and branded illustrations and design assets designed and created by LoveGunn
Chelsea CFC supporters club information and membership packs with design by LoveGunn. Growing and improving global fan experience
Chelsea fan experience design tool for social media. A version of Canva for Chelsea fans to create their own match day assets concept, design and deliver by LoveGunn






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