Villa Park rebrand

Aston Villa is one of England’s most cherished football clubs, with a storied history and a much-loved stadium. The club wanted us to rejuvenate Villa Park and bring it back to its former glory.

Two Aston Villa supporters smiling in front of the stadium

What We Did

The first step of the transformation was to clean, repair and re-paint several areas of the stadium. We subsequently developed a venue identity to put the pride back into the stadium; celebrating its heritage, modernizing its look and feel, and better connecting fans, staff and players.

To do so, we created a series of unique Villa Park assets, including image treatments that celebrate the ground’s history, former club legends and current stars, and a hierarchy of fonts to run throughout the stadium. We also worked with Aston Villa to redefine the core claret and blue colors using fan feedback.

The final step we undertook was to analyze the way people navigated the stadium, proposing ideas and solutions that delivered impact, engagement and functionality.

The results



A stadium transformed. Our strategic placement of the Villa Park identity on the approach could be viewed from all angles, building excitement amongst fans. That was supplemented by large format, emotive imagery at key locations, building engagement.

In other areas, we added interactivity to the site, with photo opportunities linked to Aston Villa FC’s social handles. The final part of the puzzle was wayfinding, with clear signage in place to ensure users had as seamless journey as possible.