The World's Game, Our Team.
Chattanooga FC 2010
The Chattanooga Football Club is the city's new soccer team, competing in the National Premier Soccer League with 32 teams across the nation. Last year, in its inaugural season, Widgets & Stone had the honor of helping the founding board establish the team’s brand identity and do a bit of design, advertising and marketing for the organization. Enjoying great success in 2009 – a winning record and the highest average attendance in the league of 2,000 plus per game – Widgets & Stone was honored to be asked to be a part of helping promote the 2010 season for Chattanooga FC.
With the FIFA World Cup (arguably the world's largest sporting event) taking place this summer, it was agreed that this season's marketing campaign should tap into that excitement, pageantry and visibility of the sport. Widgets & Stone decided to use the slogan “The World’s Game, Our Team.” A visual identity was built for promotion by using flags of the countries participating in the World Cup to form photographs of Chattanooga FC players. Over nine different variations and images were created using different combinations of flags.
A detail of the flags that make up a mosaic image:
Several variations of postcards with schedules on the back:
A sample of how the promotions read as photos when viewed from distances or at angles:
Widgets & Stone developed branded items ranging from large to small. Regular season ticket designs reiterated the visual theme while special designs were developed for the international friendly match against the U-23 team of FC Atlas , Mexico's second oldest Primera División team.
Chattanooga FC used FC Atlas’ brand equity and recognizable identity to attract the many local residents who are originally from Guadalajara – FC Atlas’ home city. And of course, promotions were created in multiple languages:
For the second season in a row, the team was sponsored by Volkswagen. This season the automaker is the team’s title sponsor, which is fitting as the company is building a new North American manufacturing facility in Chattanooga. Widgets & Stone designed custom jerseys for the home kit:
In addition to the team materials, the studio has created designs of various other fan merchandise, like this zip jogger for fans, the “Chattahooligans”:
Widgets & Stone has also been involved in a variety of roles for brand communication needs: writing of ads and presentations, design of environmental graphics for gameday signage, creative direction of a cable tv spot by Tubatomic Studios, and identity styles for the new club web site by Medium.
All the promotion efforts culminated in the result of opening day game against FC Atlas with a crowd of close to 7,000 – a new attendance record for the team and the league. Over the course of the home season (five games) over 22,000 fans have attended — an average of 4,400 per game. That number is 800% higher than other highest the NPSL attendances and rivals the league average for the professional soccer league the USL.
In addition to immense fan support, the communications design and promotions have helped the Chattanooga FC organization to lay groundwork for sponsorships (like Volkswagen and many others) and for potential partnerships, as with Major League Soccer's DC United. DC United invited Chattanooga FC to play a friendly match against is Super-20 development team on July 24, 2010.
Creative Direction: Paul Rustand; Design: Brad Dicharry, Matt Greenwell, Beth Joseph, D.J. Trischler.
Writing: Caleb Ludwick and Paul Rustand.