National Football Museum

Football is important. Not just as a game, but for its role in society. It’s woven into the fabric of people’s lives, creating impact for the better. It represents positivity in a world often filled with negativity. It disrupts when change is needed. It evokes emotions like nothing else. Its creativity is why it’s rightly known as The Beautiful Game.

England’s National Football Museum exists to house and harness this power, to share stories that influence, showcase culture, and motivate people to partake creatively. It is the place to experience football in all its glory. So it deserves a brand that reflects that.

The new branding encompasses a redesigned logo, updated typography, refined colour palettes, a distinct tone of voice and new photography. These elements are now prominently featured across all of the museum’s literature, website and building signage.

The campaign exceeded its objectives across several key areas:

• Visitor numbers increased by an impressive 19%, attracting 316,000 people.
• The new brand has successfully aligned the in-venue experience with the museum’s community outreach and public programming. This has resulted in the museum contributing £1.8M in direct cultural and social value, reflecting a 20% increase year-on-year.
• 28% of visitors came from the most deprived areas of Manchester, reinforcing the museum’s commitment to inclusivity and accessibility. The brand also launched with a powerful new exhibition addressing the complexities of LGBTQIA+ experiences in the football industry— a bold statement of what Football Matters means to communities.
• There has been a surge in branded merchandise sales, reflecting visitors’ strong connection to the museum’s new identity, with many wanting to take home a piece of the experience.
• Positive staff feedback on the new kit highlights the success of the rebrand internally. The new uniforms contributed to a sense of unity, with staff feeling more connected to the museum’s values, which enhanced team spirit and engagement.
• Practical changes have also improved the visitor experience. Navigation around the museum is now much easier, with staff no longer fielding questions about the entrance and exit.

Janine Ross, Marketing and Communications Director at the National Football Museum, said: “Our collaboration with Poke Marketing has allowed us to re-envisage how we present the story of football to the public. The museum not only honours the sport’s rich heritage, but also invites everyone to appreciate the diverse ways football influences our culture and history.”

“This rebrand helps us to engage with a broader audience and reaffirm football’s place at the heart of British life. It puts the museum in a fantastic position to drive towards its ambitions for 2030. We are very grateful to Poke for bringing our vision to life.”