Create pride by Enriching lives

FC Zenit St Petersburgh had a bold business ambition: to become a leading Russian sports club. They were keen to expand their fan base across Russia, increase the value of active fans and gain recognition and support in Europe.

We needed to create a brand that went beyond football; a brand that united the country; a brand that would lead the way, excite and stimulate. Zenit needed to become part of people’s everyday life – something everyone could be proud of. We started by creating a universal and unifying idea that articulated the ambition of the club. It spoke to all stakeholders in a single voice, united all projects and departments, provided a platform for communications.

The idea was then expressed through an updated emblem and visual language based on a continuous thread that would unite the club, connected the players to the supporters and played a proactive role in the lives of the fans. It was a continuous spirit that ran through everything Zenit did, becoming more expressive when it needed to be – always moving, always adding to every moment, always bringing Zenit closer to everyone, making it a part of everyday life.