Born to win
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.
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.
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.