Brand strategy, brand guidelines, creative direction, Copywriting

After winning a four-way pitch, I led a full rebrand and repositioning project for the Scottish Football Association. Like all things Scottish football, it was never going to be easy. The Men’s A team hadn’t qualified for a major tournament in over 20 years, and both attendance and enthusiasm were at an all-time low.

Too many recent campaigns had made bold proclamations that had failed to materialise so it was decided that a new, more measured brand position and TOV were required, as well as a new visual identity. Crucially though, they still had to embody the hope, spirit, and occasional blind optimism that keeps the fans coming back for more.

NOTHING MATTERS MORE was created to assure the supporters that success was as important to the team, and the often vilified Association, as it was to them. You can view some select pages from the guidelines that were created, some OOH work, and some content below: