The new identity was launched at a glamorous ceremony in Milan - not Turin - home of rivals Internazionale, with whom Juventus contest the Derby d’Italia. The project has been built around a campaign called Black and White and More, and it’s taken over one year for the Milan office of Interbrand to complete. It’s another to build upon that success to become an icon for a wider audience.” It’s one thing to succeed at entertaining your fans. Juventus, one of the world’s best-known football clubs, was well-placed to grow as a team, but their ambitions were higher. Huge potential for growing an international audience. The bianconeri, founded in 1897, launched a complete overhaul of their visual identity - or dare I say it, brand - in order to extend their commercial appeal beyond the core fan base to a wider, global audience. Juventus, one of the world’s most iconic football clubs, have taken a bold and polarising move as they aim to accelerate their transition from sports team to commercial brand.
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