University Project
This work was the result of a branding course. We had a collaboration with the German first league football club "TSG Hoffenheim". In general, they wanted us to communicate their brand and goals in a new way, as we had an unbiased view of them. As we were working in small groups, we were asked to fokus on just few mediathat we wanted to redesign. In the end each group did a pitch in the football club's meeting room.
Concept
Our concept was to give their website a better structure, making it more accessible and progressive. The club also had new ideas about sustainability. So we integrated that part into our pages to ake it stand out more. The fans are one of the most important aspects of a football club. So we wanted to involve them more personally with an exemplary T-shirt design competition and give them emotional touch points. Finally we wanted to redesign the club's logo because the current one didn't fit our new design.
Process
For the website we started by analysing the current website and creating a sitemap. We then reduced the number pages and made the sitemap clearer.
Then we started the design process. After making a few sketches of what we wanted the homepage to look like, we decided on a clean look, that still had the feel of the football club. We didn't want the design to be overwhelming and completely different, but rather to improve some elements like the structure. We did our prototyping in Adobe XD as it was the software we were most familiar with. The homepage starts with an emotional video that would be very appealing to the fans. Below you can see some of our redesigned pages.
Logo
The logo redesign was the add-on we designed. The website design was much simpler and more modern than before. The old-fashioned logo didn't fit this aesthetic. We did a lot of sketches before we finally came up with the best one.
Our new logo was more sporty and progressive because of the rising elements. But there were also traditional aspects of the old logo that were recognisable. We made three versions of the logo, each with a different level of complexity, so that it could be adapted to different media. To show how the logo fits into our design, we put it on the website and on a jersey.
Conclusion
It was very special to work with such a big partner on a university project. It was also very difficult because we couldn't change everything we wanted to because the club still had to be recognizable. They also had some rules and opinions that had to be followed. It was also a challenge to just choose a few media to show our innovations. The club had so many options that could be redesigned, but in such a short time we just could only do a small part.
The feedback from the club's marketing team was generally very positive and some of the students' ideas the team also had in mind before the project even started.
Other Team Members: Lara Berk, Nena Schmiemann, Moritz Hoch