The situation:

A pet project of football legend Kevin Keegan, Soccer Circus is a family oriented leisure attraction using unique engineering technology in its gameplay. Participants learn fundamental football skills, like passing the ball or target practice, in interactive games before testing what they’ve learned in competitive team games. Their development team had taken years to create the technology, the business model and the Soccer Circus spirit. A significant number of rollout applications had to be branded, and to top it off, Soccer Circus had to appeal sensitively to a family audience based in a location which historically took its male-dominated football teams very seriously. They knew what they had to do, but they didn’t know how.

The project:

Through our specification and design process we helped SoccerCircus to look at their offer in new ways, as well as deliver them a strong and energetic brand mark. After a thorough exploration and understanding of the identified brand values, we took the following approach:

• concept development of brand elements – identity, strapline, colour palettes

• application of media branding across the attraction touchpoints – company stationery, exterior branding, information briefing presenations, gameplay displays and retail units development

• management and creation of cross-media applications: offline, online and AV presence, conceptualisation and creation of investor communications

The result:

• Distinctive and consistent branding which enabled Soccer Circus to launch confidently in a tough marketplace.

• Engagement of SoccerCircus development team in development of the brand, enabling them to grow their own understanding and perception of the Soccer Circus experience and the potential it holds.

“Engaging the services of Bright … proved to be significant. The refreshing view that emerged, coupled with the quality of thinking and discussion has been extremely beneficial to our company. They listen, observe and learn, whilst developing for the client a very creative, high quality outcome. Bright were able to identify our current position, add their creative input and help us to take a forward step. We now have the basis of a long term relationship with Bright, built on their professional approach to work.”

Clive Mockford, Director, SoccerCircus