LFC/AXA Melwood – Branding Project
Liverpool Football Club (LFC) reopened the historic Melwood Training Facility in West Derby shortly before the 2023/2024 Barclays Women’s Super League season kicked off. Melwood will be the new home of Liverpool FX Women’s squad, house the Reds’ Category 1 Professional Game Academy and will also be used for community outreach facilities for LFC Foundation programmes and continue to offer education to young people via the Fowler Education and Football Academy
The facility had for 70 years been the home of the men’s team, before being closed when the team moved to the AXA Training Centre in Kirby in 2020.
Installation, Large Format Printing, Signage
Client / Year
Liverpool Football Club / 2023
The Brief: “The club became proud owners of the iconic facility once again back in June, with the acquisition part of its strategy to continue developing the women’s team” Liverpoolfc.com and wanted to restore the famous training site back into an elite training facility.
The PPL Group was contracted by LFC to manage the LFC/AXA Melwood branding project, to produce and install internal and external branding throughout the facility, from the road entrance to the reception area, player changing rooms, and the gym, then extending all the way to the training pitches.
Solution: The PPL team worked closely with the Melwood team, conducting onsite visits to scope out each element of the branding project, proposing branding and signage solutions for each area, manufacturing the signage from artwork supplied by LFC and finally installing the signage and adding LCD lighting to illuminate areas as required.
Branding/Signage solutions used within the facility were numerous and included.
- Backlit-formed aluminium tray signs.
- Tension Fabric Systems
- Built-up acrylic letters installed directly onto walls.
- Built-up acrylic letters installed onto rails, which in some areas were colour-matched to the wall, using various techniques including powder coating.
- Aluminium fret cut tray signs, di-bond, and acrylic.
- Acrylic signs
- Designs created on bespoke wallpaper.
- Vinyl wrap and vinyl cut outs.
The Outcome: We worked within LFC’s timelines and completed the project in 2 parts, firstly, ahead of Matt Beard and his squad and staff touring the complex in early September and then was completed on time shortly before the start of the 2023/2024 Barclay’s Women’s Super League season.
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