Liverpool Football Fan Experience

Defining business culture, The Liverpool Way

Branding - Brand Experience - Fan Engagement - Branded Environment


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. As part of the redevelopment of Anfield, Liverpool FC’s executive team wanted to understand match day from a real fan perspective. Together, we defined an Anfield experience that brings LFC’s brand values to life across all aspects of their business. We then delivered brand new hospitality offers improving the match day experience across the Centenary Stand and the new Main Stand, which opened in 2017.

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We translated the new brand positioning into design and behaviour principles to ensure every fan and colleague touchpoint upholds The Liverpool Way. This started by observing a typical match day, from fans’ first stadium photo to the last bus home. By observing behaviours, and speaking to supporters, we captured hours of video footage which helped us to identify opportunities for the club to create more memorable Anfield experiences. Understanding fan needs and expectations at every stage. We delivered a signature look and feel for the club, creating comprehensive brand guidelines that are intuitive for all internal and external teams, as well as designing compelling communications for digital and print applications. With that we designed environments, narrative graphics and branding for a number of hospitality spaces in both stands. Celebrating Liverpool FC narratives throughout all tiers has cemented their popularity with supporters and set new benchmarks for stadium hospitality.


This process helped us to articulate a representative fan journey through the stadium and a shared service vision of match day. Each point of engagement between the fans and the club were dissected and then optimised with the wider team to enhance service and implement tangible change for thousands of fans. Supporters have embraced the spaces as a real investment into their match-day experience. This included everything from quick wins to more substantial cultural shifts (like a new set of staff behaviour principles).

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