Crystal Palace F.C.


Crystal Palace F.C. were intent on targeting a new set of fans whilst engaging their south London and proud supporters. Their promotion to the Premier League was the perfect opportunity.

the brand

True, fearless, together, real, swagger. These brand values were identified after speaking to stakeholders, fans (home and abroad) and staff of the club — these were put together to define Crystal Palace F.C.'s new creative direction.


A new typeface was needed, agency Bold&Bold created five bespoke fonts, the idea — to use the stadiums four stands built in different decades to express Palace's character and heritage. Also, adding a 'Ultra' font in recognition of the famous Palace fans continuously building an atmosphere home and away.


Directing the new style of photography to display the passion, determination and pride of being a CPFC fan and being from south London. It wasn't just player imagery, we wanted to capture the urban area the club is located and the rawness of the fans.

tone of voice

South London and Proud. The club mantra — how everything the club does is through this expression which gives the club a distinct new tone and visual voice.


Using the new fonts to create retro typography for different demographics, as shown below. The match day programme is predominantly purchased by an older demographic of fan, tailoring the graphic style and branding in this direction was key in the approach to keeping this audience engaged.

website + app

CPFC were intent on driving the new brand positioning digitally. A new website and app was created specifically for content and was placed behind a free sign-up membership to gain access to 'Palace TV' and build the club's fan base.