Creative agency Raw recently rebranded the English football team Wolverhampton Wanderers (Wolves). Creative Review reports that this included a fresh brand approach, new signage at their Molineux stadium, and graphics featuring quotes from fans.
The project was born out of the club’s desire to create a more positive and vibrant space for fans. They engaged staff and supporters through interviews and social networks, and displayed some of their quotes in the stadium’s corridors and stairwells.
The process we undertook was all about engaging the club’s supporters to try to get to the heart of Wolves and to understand what it means to be a fan. A series of interviews and focus groups with staff – from the tea lady to the chairman – and supporters were carried out. This was followed up by a series of social media activities using Facebook and Twitter to engage directly with thousands of fans. Asking questions, such as ‘what does Wolves mean to your family?’ elicited a huge response helping us to discover the experiences and values of fans, which really drove the rebranding exercise.