Sheffield Wednesday F.C.
Not just rebranded. Reborn.
Sheffield Wednesday had been through some tough times in the last decade, but non tougher than its recent fall in to administration after their previous owner dramatically vacated his post. The fans could have been forgiven for wondering if this was the end. But then a new owner came along, and with it a new optimism, new possibilities and a new rebrand for a client very close to the agency’s heart.
With such a lot for the new ownership to do, you could be forgiven for thinking that a rebrand could wait. But this moment was important, and as new owner David Storch had said in an interview: this was a time for a ‘better Wednesday’. From a brand perspective, we took that to mean a better everything – a better brand, better badge, better fan experience, better merch, better training ground, dressing rooms, printed programme, store and kits. You name it.
We began thinking like a fan, and making design choices inspired by a time when things were a little ‘better’ for the club. But this time recharging it, rethinking it and making Wednesday feel truly ‘reborn’.
Everything flowed from the decision to return to the favoured modern owl badge. But we needed to craft elements to make it more appropriate in the digital world and at small sizes. We developed a more versatile colour system, expandable typography and a new ‘WAWAW’ (We’re All Wednesday Aren’t We) pattern – controllable via an online app. Now the club had a design system they could use for everything from hats to social media match day graphics. Art direction of new player signings had to improve too. Wherever this brand was visible, we wanted the fans to feel that it was in good hands. That there was a team in charge now, who cared about this club the way they do.
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