Brand Strategy - FC Bayern München

I led the comprehensive rebranding process for FC Bayern München, creating a unified branding and strategic framework that established a cohesive umbrella brand and its associated subbrands. Collaborating with stakeholders at all levels, I presented and refined the strategy to align with the club's vision, values, and identity.

A pivotal aspect of this transformation was the implementation of the Frontify platform, which has since become a game-changer for FC Bayern. It now serves as the central hub for all brand-related topics across the organization, including a prominent presence for the basketball division. As the primary contact for the brand playbook, I strategically developed and translated the overarching strategy into an accessible and actionable resource within the platform.

The playbook has evolved into a vital tool for the club, featuring a comprehensive image database, templates for various branding needs, and intuitive tools to simplify and enhance the brand experience. By making the brand more tangible and accessible, the rebranding initiative has empowered the organization to maintain consistency and elevate its identity across all touchpoints.