VIM Group supported FIFPRO with its rebrand to a strong new visual identity.
Rebranding
FIFPRO's challenge
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 A survey carried out by FIFPRO among its members showed that the previous visual identity was considered outdated and did not fit in with the new direction and core values of the organisation.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.
Our solution
VIM Group supported FIFPRO in carrying out an agency selection process to help with the development of the new brand. The new brand identity and corporate identity guidelines were developed by Superunion (nowadays Design Bridge) under the direction of VIM Group. In addition to this, we also mapped out the impact of the brand change and advised on the implementation approach. This enabled FIFPRO to carry out the implementation, with VIM Group acting as a consultant throughout this phase, offering expert advice where required.
René Bekker, Senior Brand Consultant
The results
The rebrand resulted in a renewed brand identity that represents what FIFPRO stands for, one that fully supports its new strategic direction. The new visual identity can be seen across all brand expressions and channels, including its newly developed member platform, (event) communication for FIFPRO divisions, and in campaigns and publications distributed to professional footballers across the international footballing community.
