Brand strategy, identity and campaigning for Switzerland's #1 football club FC Basel 1983. In charge of pitch, strategy, conceptual development and creative direction. Done together with agency TwelfthMan.

STRATEGY: FAN+KULTUR+KUNST 

 

The strategy is based on Basel's cultural heritage, both as a city and as a club. "Fankultur" and "Kunst". The vibrance between their colours red and blue also represents the atmosphere you experience in their stadium. These concepts define their brand and their visual identity. The full strategy PDF can be seen below. 

BRAND CONCEPT 1: "THE BASEL CANVAS"


A layered system allows to combine different assets on different layers in many different ways, keeping the style fresh and the possibilities ever changing whilst preserving a clear identity throughout. 

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BRAND CONCEPT 2: "CREATED IN BASEL"


Activating young artists from Basel to take part in the seasons' identities by doing their own interpretation of the Basel canvas.  

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BRAND CONCEPT 3: "AVANTGARDE"


Engage with the Basel art scene and commission different artists to "kraft" Basel artworks for special brand purposes (like hospitality items and stadium branding)