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.