Repositioning

From a supporter merch brand into a leisure brand within sport and culture.

Client

Old School

Role

Group Creative Director

Scope

Brand strategy, narrative, client onboarding

The Brief

Reposition the agency from a supporter merch brand into a leisure brand within sport and culture. Onboard a new client roster that reflects the new positioning.

The Challenge

Repositioning is harder than launching. Every decision has to honour what made the agency strong while opening the door to what it could become.

Old School wasn't a supporter merch agency, that was just what the work had been. The agency was always a sport-and-culture brand; we just needed to write that down. New narrative, new visual standard, new client conversations.

“I've helped take Old School from a supporter merch brand into being known as a leisure brand within sport and culture that now holds the NBA, Liverpool FC, Real Madrid, Manchester City, Barcelona, Tottenham, LIV Golf, the Springboks, Orlando Pirates and Kaizer Chiefs.”