The International Center of European Football is a one-of-a-kind football school located in Evian, France. The client wanted a brand identity that could express the premium training athletes could receive at the school while getting the flexibility to export the concept internationally (since I first started working on the project they have opened training centers in North America and Africa). I worked closely with both the founder of the school as well as the in-house marketing team for many months in order to design the appropriate brand identity and strategy (in collaboration with Anne-Héloïse Pagliardini who is a great brand and marketing strategist!).
I had two concerns while designing this identity, and the collateral assets that went with it:
To bring out the premium feel of the brand
To make sure parents could feel safe sending their kids to study so far away from home (students were mostly from the USA)
Branded Interior Design
I also worked closely with Gaetan Lim (Interior Architect and Designer) to deploy the new brand identity in the center.
Video
For the launch and opening of the first center, we worked on a video to re-introduce ICEF to the world and showcase the new direction the brand was taking.
Social Media
Included in the brand strategy of course was the communication plan for social media. The brand didn’t really have a strong presence and most of the time they would just use Facebook and Instagram to make announcements. We proposed a more dynamic way of engaging with their audience with a mix of lifestyle, nostalgia, and “life at the center” posts.
Project Scope
As a designer, it is sometimes hard to accurately demonstrate the entire scope of the work I do. There’s the visual part but also a lot of behind-the-scenes. To try to be as precise as possible, I added a detailed breakdown of the work I have done on each project at the bottom of each page.
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I worked closely with the founder of the brand to conceptualize and design the visual identity system. I also worked with the marketing team to make sure what I was proposing was realistic with their resources.
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I worked closely with the brand manager of the brand to define an appropriate brand strategy and develop concepts - both for social media and life at the center - that could ensure a positive experience for the end customer.
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I sourced and worked with a video team to develop a promo video for the center. I also acted as Art Director and project manager on the several days of shooting to make sure everything ran smoothly. I also sourced and worked with a photographer to create new, more adapted assets for the brand.
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Brand design and art direction: Awatif Bentahar
Photography: Bled FC
Brand Management: Anne-Héloïse Pagliardini
Interior Design and Architecture of the center: Gaétan Lim
Video concept and writing: Aymeric Carlier
Video Studio: Pleine Image