29.6.2020 design studio

OneFootball: Adapting to the rhythm of every fan.

OneFootball is the world’s leading football media platform for fans around the world: news, stats, live scores, streaming and content from the best creators. Recently the brand has seen massive growth and wanted to better understand their audience to stay ahead of the competitors.


With an icon taken from the Munich 1972 Olympics and visually similar to Whatsapp, the logo wasn’t distinctive. The brand wanted a new look and feel with a strategic story to match.


We partnered with research specialists Crowd DNA to learn about OneFootball’s customer base, understand their daily rituals, emotional insights and the content they wanted to see – from transfer rumours, live scores, pre-game hype, and post-game celebration. Coupled with our own immersion we learned what made OneFootball unique, exciting and revolutionary.


OneFootball needed a brand that would adapt to the rhythm of every fan. A ‘vibesmith’ that would understand the mood, set the tone and generate buzz before, during and after the game. Our strategy of ‘Hype The Game’ brought this to life with impact and vibrancy.


We gave the symbol its mojo back with a simpler design to represent the number ‘1’ and to demonstrate a person kicking a football. We combined this with our ‘Hype generator’, developed in collaboration with Artificial Rome it’s the ultimate design tool for generating exciting visuals no human could re-create. It has three states: Fracture, Neutral and Flux; ranging from jerky, tense movements to smooth flowing motions affecting everything from the logo, type and graphic patterns.


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