Salford Red Devils RLFC

Following a number of years of change including a new stadium, changes in ownership and a lack of success on the field Salford Red Devils needed a way to reconnect with fans that had become disenchanted over the years and were looking for more from the club that they could truly connect with.

Rumours of relocation and changing the identity to Manchester were also causing unrest among the fan base. This meant it was crucial that we spoke to and engaged fans throughout the process to learn from and acknowledge their insight and desire for stability.

Our starting point was to connect with and engage the Clubs incredibly vocal and passionate fan base from the beginning.

The combination of robust quantitative data and qualitative perspectives gave us a definitive direction when developing the club’s identity. Beyond rugby, the club was, and had been, the life and soul of Salford for generations. Fans wanted its identity to reconnect them with the club that had for so long been at the heart of the community. It was our responsibility to bring this community aspect back to the club and give the fans something they could really associate with once again.

The new identity has given proud Salfordians something that represents who they are. It acknowledges their character, spirit and resilience while importantly representing their clubs rich heritage and optimistic future.

Our work gave the club a stronger commercial platform that allowed them to provide more investment in the team which resulted in them reaching their first ever Super League Grand Final.