Aston Villa teams up with Wyatt to revamp junior members club
Aston Villa football club has worked with Birmingham agency Wyatt International to revamp its junior members club.
Wyatt pitched against three other agencies to handle strategic development of the re-brand and developed a concept around the positioning ‘Where Heroes Are Made’.
Mario Morby, director of client strategy and communications at Wyatt, said: “We wanted to come up with a really striking idea that resonates with kids and there’s nothing more popular than the theme of superheroes.
"We knew this would be a tough audience to reach and so it was essential that our creative and strategic approach delivered fun and fantastical content.”
To bring the idea to life, the long term club mascots Hercules and Bella have been redesigned to embody he new superhero personality of ‘JV-Life,’ and a new mascot character called ‘Chip’ has been created.
"The mascots have had a serious makeover and now have their own unique superpowers. What’s more, the addition of Chip, a cheeky scamp, brings a new dimension to the group," Morby said.
Completing the re-design, Wyatt oversaw the development of communications initiatives including the brand logo, animated character footage, membership cards and membership forms.
The agency also redesigned the Trinity Road Family Area of the stadium with giant murals of the new characters.
Ravinder Masih, marketing executive at Aston Villa, said: "We are extremely pleased with the new positioning of JV-Life and the terrific transformation of Hercules and Bella as well as the new surprise addition of Chip.
"The Mascots made a triumphant return to Villa Park at the recent home game against Fulham and were well received by all fans.”