In 2016, R.S.C. Anderlecht wanted to reflect the strength of their identity through their stadium, creating a home worthy of the Mauves & Blancs.
R.S.C. Anderlecht Stadium Re-brand
Project Overview
Our aim was to increase the visibility and impact of the R.S.C.Anderlecht brand, revitalising and elevating the stadium’s relationship with the club. Through our research we found that the team and the stadium have a close, interwoven history through the ages; with the stadium being purpose built for the club. However, where the football team had modernised and progressed, the stadium remained largely untouched. Fundamentally, the grandeur of the club was not reflected at its home.
Constant Vanden Stock Stadium had a range of mixed references to the R.S.C.A. brand identity that had been added over the years, culminating in a disparate look and feel with an out-of-sync brand identity. We set about the task of streamlining a vision for the club and stadium that worked in unison.
“We want to paint the stadium purple” had been our simple directive. In order to achieve this and elevate the stadium experience, we needed to understand key spectator and player journeys to the ground and the experience once inside. Our vision became greater than simply turning the stadium purple; we wanted to create a look that enhanced the matchday experience and set the perfect stage for the ‘artists’ to perform.
Outcome
After identifying opportunities in and around the stadium, we created a look that captured the timeless aspects of the R.S.C. Anderlecht brand whilst building anticipation along the spectator journey.
The stadium look was designed from the centre outwards, to reflect Anderlecht’s strong focus of putting the players and the game first. We added a branded roofline to the inner bowl, a new pitch side tunnel and installed a newly branded internal players tunnel. Anderlecht opted for a phased approach to the project with further plans in place for Constant Vanden Stock Stadium, such as brand application planned for outer bowl and stadium approach, to further enhance the matchday experience.
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