Liverpool Football Club

Defining business culture, The Liverpool Way


We worked with Liverpool FC over five years. As concept designers for some 12+ hospitality spaces in and around Anfield, it’s arguably our behind-the-scenes work with the leadership team that’s had the biggest impact. We helped the club to define and articulate their internal culture, “The Liverpool Way.” We did this by engaging fans around the world and agreeing a set of family values that would resonate throughout the club and its fanbase, uniting people together as the world’s greatest football family.


We translated the new brand positioning into design and behaviour principles to ensure every fan and colleague touchpoint upholds The Liverpool Way. We delivered a signature look and feel for the club and their home ground, creating comprehensive brand guidelines that are intuitive for all internal and external teams, as well as designing compelling communications for digital and print applications.


By defining a set of strong family values and an on-brand design perspective, we helped LFC to harness a global community of fans and colleagues to create a vision for their next chapter at Anfield.

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To follow Liverpool is what we do everything else for. - Fan, New York

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