The Coaches’ Voice - Brand Identity.
The definitive view on football from the game’s elite coaches.
Delivering elite level coaching insights.
Sitting around a table with a group that included one of football’s highest profile figures, the original concept for a platform delivering elite level coaching insights was outlined. With expert insights from many of the game’s leading coaches, the platform was to deliver in-depth content of the very highest quality.
The Coaches’ Voice.
Beginning life with a working title taken from Latin, the first task was to define a permanent name for the platform. ‘Global Coaching Intelligence’ (GCI) was initially agreed upon, until a call came in from New York asking for something ‘simpler’ for the US audience. Hence ‘The Coaches’ Voice’ (CV) was born.
Without tribal colours.
As well as representing the elite level of the content and those providing it, a primary requirement of the brand was to avoid colours and graphics associated with the tribal loyalties in the game. Football is a colourful sport, with red and blue featuring strongly, and so time was invested in developing a neutral, yet striking, palette of dark grey and orange.
Sharing knowledge, excellence and intelligence.
Next came design, planning and build of the CV website, along with the creation of storyboards and assets required for video shoots featuring interviews and tactical demos. The distinctive dark grey and orange tactics boards have subsequently become as highly recognisable as the coaches featured using them.
Project undertaken when Creative Director at Seventy7 Group.
