In 2023, Manchester United commissioned a standalone visual identity for the women's team, separate from the men's and built entirely from scratch. The catalyst was Mary Earps, England and Manchester United's goalkeeper, whose moment at the Women's Euros put women's football on the front page overnight.
Project Details
• Full brand overhaul delivered pre-season, in eight weeks
• Replaced existing identity across all channels
• Campaign creative for United We Rise across OOH, digital, and social
• Stadium environment design for Old Trafford and Leigh Stadium matchdays
• OOH and Social ticketing and awareness campaign targeting Manchester audiences
• Brand toolkit delivered to internal teams and commercial partners including Adidas
client
Manchester United FC
year
'23
timeframe
8 weeks
BRAND
CAMPAIGN
SYSTEM
Problem
Everything in place mirrored the men's team. The shoots, the templates, the look. There was no distinct visual language for the women's side. With a landmark derby against City moving to Old Trafford, the team also needed to drive attendance. The brief had a pre-season deadline and required alignment with Adidas and commercial partners.
Solution
A full visual identity rooted in Mancunian culture. Grime, street aesthetics, a younger audience already embedded in the city. The system ran across digital, social, OOH, matchday graphics, and the Old Trafford stadium environment. Campaign line: United We Rise. A complete brand toolkit was produced and handed to internal teams and external partners on launch.
