LoveGunn – Chelsea Football Club

London based brand and design agency, LoveGunn have rebranded Chelsea Football Clubs’ global youth proposition; Junior Blues.Following in-depth research and workshops with Chelsea’s youth supporters,LoveGunn created a dynamic digital brand that engages young fans and offers them exclusive access to Chelsea Football Club. Taking inspiration from other popular gaming and entertainment platforms, the new Junior Blues identity brings Chelsea’s youth proposition into the 21st century with fun experiences, videos, behind the scenes content, exclusive competitions and access to their favourite players.Along with a bespoke new typeface and colour palette, LoveGunn created a ‘Supergraphic’ background inspired by the logo’s evolution to punctuate Junior Blues content alongside a suite of bespoke illustration of players, mascots, emojis and animation. The new identity creates an exciting new platform which is both playful and engaging for a youth audience of savvy digital natives. LoveGunn Creative Director, Tom Love said: “Kids Clubs’ across football and other sports feel out-dated and disengaging for the new generation of digital natives, resulting in a lack of participation and engagement among young people. Our new identity for Junior Blues aims to buck this trend with dynamic brand world with bespoke and exciting content that aims to create communities of engaged kids. We want Junior Blues to be ‘the go to’ community for young fans like Fortnight, FIFA and Lego do so well for their audiences”