Being a big football fan this was a project that was an absolute joy to work on. The team play in the Southern Counties East Football League (SCEFL) which is level nine of the English football league system and means they compete in prestigious competitions such as the FA Cup and FA Vase. They compete with teams who have much larger budgets, but Greenways have been a success on the pitch and a move to a new state of the art facility prompted a change in approach on and off the pitch with the sky being the limit. With this in mind, the new identity’s main aim was to elevate the prestige of the club and symbolise an ambition to climb up the football pyramid, everything was to look ‘premium’, from the new colours to the distinctive badge, contemporary in look but also honouring two of the people that made a huge impact on the club’s progression so far (Willie and Bob), which the boat, rose and thistle symbolise. The boat also symbolises the club’s maritime routes, having been based in Gravesend until recently and the font ‘Gravesend Sans’ was chosen to be the brands core font, partly because of the serendipity provided by the name but mainly because it’s styles have a contemporary as well as traditional feel. We also developed an emblem for the back of the shirts that again encompassed all these things and also had a nod to the club’s socialist routes in style with them being formed by a trade union. The work continues on this project whilst the season is paused due to the Coronavirus and I can’t wait for the official rollout of everything.