Solihull Moors

Moor Than Eleven.

the challenge

Formed from a merger of Solihull Borough FC and Moor Green FC, Solihull Moors Football Club have progressed rapidly through the divisions over a short period of time. Now playing in the Vanarama National League, the club approached Jask to help with creating a professional brand identity to help raise the profile of the club, and to increase fan engagement and sentiment.

the solution

Having reviewed the structure of the club, the matchday experience and all existing collateral, we met with stakeholders to discuss what was important to them. What we found was a passionate club with a strong community structure and extensive youth, junior, ladies and disability teams.

We wanted to help the club convey this core message, bringing to the front the key aspects of what the club is renowned for and proud of.

‘Moor Than Eleven’ was created – a proud message that shows how the club is about much more than just the first team. From this, we started working with the colour palette and designs, incorporating a dynamic stripe pattern, bold colours and dynamic typography. A mixture of players from the first team, ladies, youth and disability teams were then photographed for a professional feel and again to show that every member of the club is as vital as the next person. Bringing it all together results in a professional and dynamic feeling brand style with which fans and players can feel proud to be part of.

Having rolled out the new creative across the kit, stadium and all collateral, we supplied a set of brand guidelines to help police the brand moving forwards.

“Jask become an extension to your business, bringing innovation, creativity and reliability to the table, I strongly recommend them.”

Arthur Dawes, Solihull Moors

the results

The team continues to go from strength to strength and the ‘Moor Than Eleven’ structure is now woven throughout every part of the club. From dressing room graphics through to the back of the shirts, it now forms the core message behind the club.

The stadium has been repainted in the new club colours and now features custom graphics and signage using the new brand identity. Player imagery, marketing communications and social graphics are now professionally produced by Jask and the overall look and feel of the club now aligns with their desire to become a League Two contender.

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