The football club Rodina has existed for more than ten years. It pays special attention to its own academy and strives to tell as much about itself as possible. That is why Rodina needed a fresh image.
The studio conducted research, developed a brand platform and a communication strategy, and also came up with slogans for the renewed Rodina.
The results of the research made it clear: football clubs in Russia are very similar in their essence and in how they build communication — they all talk about belonging to a specific place and about football, naturally.
But for a young team without history and fans, ordinary approaches are ineffective. Therefore, we decided to go beyond the boundaries of the football genre — toward values on a higher level.
New points of support formed the basis of the positioning.
Rodina is not just football, but what football is needed for: a place to gain a charge for life off the field.
Rodina does not try to limit itself to the role of the only team in the city — and becomes the only team of the Motherland.
The Rodina team is supported by people from all corners of Russia — it is not at all necessary to go to the stadium for this. A smartphone or TV screen is just as much a portal to the field as the entrance to the football arena.
The brand’s mission is changing life through the game, and this is reflected in the idea by the word “charge”: Rodina charges you for life. Those responsible for the charge are the club’s players — a real example for the young generation. The charge generated by them is transmitted through the stadium to the whole country. The players on the field inspire people in the stands and in front of the screens to become captains of their own lives, to take responsibility for it and confidently move toward success.
Communication performs specific marketing tasks — it not only tells about the club, but attracts very different people to the stadium, some of whom were not even interested in football before.
- “Hold the Game” — announces matches and calls on the audience to get involved (a charge for a specific time);
- “Hold the Ball” — charges viewers for the start of their own game and reminds them of throwing the ball onto the yard pitch.
For the design of pages on social networks, a creative frame was invented with the possibility to supplement the message depending on the announced product and the specific informational occasion, for example:
- “A football club to play” (when it is about the academy);
- “A football club to root for” (directly on game day);
- “A football club to grow up with” (when communicating youth teams) and many other options.
With the help of the strategy created, the club shows its involvement in the lives of players and fans. The charge of energy bursts into everyone’s reality!
layout designers
- Vadim Musatov
secret advisers
- The Art. Lebedev Studio expresses its gratitude to Aleksandr Pogonin, Elena Chudesnova, Aleksandr Tarasov and Maria Almanova for their attention to detail and all-round support in working on the project
