FIFPRO is the international trade union of professional footballers. With 65 affiliated national trade unions, FIFPRO promotes the interests of more than 65,000 players worldwide, imposing health and safety requirements, offering training after a football career, improving conditions of women’s football and protecting intellectual property rights. FIFPRO advocates and negotiates changes in international football with FIFA, national football associations and clubs.
In 2017, FIFPRO defined their new strategic direction, including a further expansion of its service portfolio for members and footballers. The organisation was also further professionalised. One of the supporting strategic pillars of the new direction was building a stronger brand. This included sharpening its brand positioning and refreshing its visual identity. A survey carried out by FIFPRO among its members showed that the previous visual identity was considered outdated and did not fit in with the new direction and core values of the organisation. VIM Group were asked to assist FIFPRO in their brand change process.