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Caledonian Braves brand refresh.

Developing a fresh new outlook for an ambitious and forward thinking club.

The first step required to make a change is an open mind, a mind open to the possibility of something better.

Branding and identity
Print design
Brand environments
Brand guidelines
Artwork & production

Content Creation.
Art direction
Social marketing
Content management

Football research
Audience insights


It’s the most exciting time in the history of Caledonian Braves Football Club. Success on the pitch has been matched with innovation off it, changing the face of fan engagement and how a modern football club operates. At the dawn of a new era, it was time to evolve the club’s brand and align it with their ambitious mindset.

With the Braves now firmly established as a Lowland League club with big ambitions to move through the Scottish football pyramid system, the client wanted to create a brand system that was more confident, ambitious, and future-focused.

The club’s approach to fan engagement is like nothing seen before in Scottish football and we had develop an identity system that reflected this. Across the whole business, the culture is to innovate and maximise everything they do, in order to gain an edge on the competition. So we put this mantra at the centre of the brand.

Forward thinking football speaks to the exciting future that lies ahead. It’s a progressive philosophy that encourages innovation across the entire club, even if this means taking calculated risks. It’s an idea that is relevant to what happens both on and off the pitch. From the style of play, to growing and diversifying the worldwide fanbase.

The previous visual identity was developed prior to the design of the club crest and along with the usage of the crest, required updating. Our idea was to make the phoenix from the crest central to the new identity, whilst creating a more dynamic look and feel that aligns with the excitement and energy of the club.

As part of the brand architecture we also developed a bespoke typeface to accompany the creative. The typeface is used across all creative assets and an inline development of the typeface is used on the shirts for numbering.

Project team.
Photography: Odoom Brothers.