Calum Harbison Design Portfolio
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Brighton Whitehawk FC Rebrand

Brighton Whitehawk Football Club Rebrand

Branding, Advertising, Freelance

Project Brief

This project was a freelance re-brand proposition to the chairman of Whitehawk FC, of the The Vanarama National League South.

Being a keen football fan, while browsing the sports news, I had found out that the club was in the process of changing it’s name from Whitehawk FC to something that would be more location specific, such as Brighton City FC. Although this wasn’t hugely popular with the fan-base due to the fact that they thought by changing the name it would create a passive club identity that would be alien from the club they loyally support; leaving the club in a predicament.

This proposition was my initial thinking into possible branding/naming avenues for the club to go down. Satisfying the chairman's ambition but also keeping the fans onside by retaining club's unique character.


I put forward three branding and naming routes, with one being my advised proposed concept to go forward with. Brighton Whitehawk FC was the name proposal (see below for the brand creative). This concept both in keeps with the fans requirement to honour the Whitehawk name and history and the club chairman’s idea to further commercialise the club.

This name was then incorporated into a badge, which was more commercially viable, recognisable, and more striking than the previous offering.

* This project is in development and ongoing


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