Wimbledon RFC is one of the original founding members of the RFU,
with their first recorded game taking place against Richmond in December 1865.
As their 150th anniversary season approached, we began working with the
Executive Committee to build on the club’s remarkable history and broaden its appeal
to the members, players and local community in a bid to increase revenues
and make the most of sponsorship opportunities.
Following significant investment and a strategic review of the club’s structure,
the ambition was clear both on and off the pitch. Our goal was to develop a brand platform
that allowed all parts of the club – from the minis to the First XV – speak with one voice.
Our first task was to look at the club’s badge. The double-headed eagle and hornet
has been redrawn, giving the emblem a bit more strength, clarity, and punch,
whilst creating a badge that could now be reproduced consistently
across a range of merchandise.
We designed a family of logos to work across the club, from kits and merchandise to
membership as well as a new club badge that builds on from the anniversary season.
The numerals of the anniversary badge were influenced by the period up until the First World War,
when the club was based at the heart of Wimbledon Village, playing on Wimbledon Common
and using the Rose and Crown pub as their changing rooms and clubhouse.
Alongside the badges, we developed a brand new visual style, standardising
the colours, creating a bespoke typeface and a series of icons. The expressiveness
and personality of the identity now connects the club with the members
and visitors and increases the club’s memorability.
For the 2015-16 season and beyond – to support the club’s focus on broadening
its appeal – we developed a campaign based on the idea of the next generation
of players continuing the club's proud history.
It's a simple idea that united the men's, women's and junior age groups – increasing
the sense of a one club identity – something that many clubs find difficult to do effectively.
Part of our ongoing brief is around member engagement, partnering with a
grass roots sponsorship specialist to dvelop a programme of events designed to get people
into and involved with the club, including the club’s first membership loyalty scheme.
As a result of the work over the last 18 months, Wimbledon has secured
further investment,increased it’s membership and enjoyed it’s most successful
season ever, both on and off the pitch.