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FC Bayern München: Brand Strategy & Design
Type:
Art Direction Brand Strategy, Implementation of "Frontify" to the club
Date
January 2022 - September 2023
Location
Munich
Pictures / Insights
Screenshots of the OMR-Presentation
Disclaimer
This project was created during my time as a Brand Designer at FC Bayern Munich and is presented here to showcase my contribution as part of my professional portfolio. All trademarks and associated rights belong to their respective owners.
At FC Bayern München, I took part in the development of a shared brand strategy and design framework, bringing the club’s umbrella brand and its subbrands closer together. Working with stakeholders across the organisation, I helped define a common direction rooted in the club’s identity, values and culture.
For me, the strategy needed to work in everyday practice. A key part of the project was bringing it to life through Frontify: a central place where teams could find, understand and use the brand. As the main contact for the brand playbook, I translated the strategic framework into practical guidance, with a dedicated space for FC Bayern Basketball.
The playbook brought together brand guidelines, an image library, templates and tools to support the people working with the brand every day. The aim was to make the thinking behind the design clear and give teams the resources to put it into practice across different formats and touchpoints.
I also had the opportunity to speak about this work at OMR, sharing the thinking and process behind the project. The screenshots shown here are taken from the YouTube video “Next-level brand management: How FC Bayern München transformed its brand strategy.”
