A rebrand for Telford Town FC

Telford Town Football Club, affectionately referred to as The AMS, became under new management in early 2024.

The new owner changed the club name from the Wellington Amateurs to Telford Town FC but wanted a strategic and innovative transformation in terms of the feel and identity of the brand too. Furthermore, Telford has two football clubs within the town and the client was keen to set Telford Town FC apart while also ensuring the new brand encapsulated the identity of the local area.

The Approach

To fully understand the client’s brief, we conducted in-depth research of the local area, as well as research into other football clubs in Telford Town’s league and locality to understand their branding and social feed media output. We then began to design. We provided the client with three different design options that were a fresh take on the current branding. The design options included the logo crest in black, white and red variants, in both circular and shield shape options. We also provided Point-of-Sale and billboard mock-ups with various images that could sit around the ground.

The chosen design for the crest logo references the shapes within the iron bridge in Telford as well as two letter T’s and a circle that represents an abstract football. The imagery chosen for the Point of Sale and billboards conveyed the grit and passion of the club with an explosion of red, which is the team’s colour.

The client agreed upon the design. A few amends were quickly made taking on board the client’s feedback, and the wording ‘The Ams’ (the team nickname) was also added to the crest. The new visual identity was agreed upon.

Citipost Mail’s creative team provided a brand toolkit and gave the club a suite of different colours to use in all their branding including their home and away kits.

The Result

The new branding now features on all team wear and merchandise sold in the team shop. The club captured its first silverware following the changes to branding on Sunday 29th April to win the Powell Charity Cup 3-0.

Up the Ams!

The football club owner has now commissioned Citipost Mail’s creative to rebrand some of his other businesses.

Testimonial: ”Citipost Mail’s Creative team were fantastic at bringing the vision of our football club identity to life. I thought their interpretation of our brief was exceptional and they far exceeded my expectations. We now have a club crest logo and image that puts us in a different league. I continue to recommend them to everyone I know.” Club Director -Telford Town