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Case Study

LFC/AXA Melwood – branding project

Liverpool Football Club reopened the historic Melwood Training Facility in West Derby, Liverpool, shortly before the 2023/2024 Barclays Women’s Super League season. Melwood serves as the elite training centre for the women’s squad and academy. Additionally, it provides community outreach facilities for the LFC Foundation and the Fowler Education and Football Academy.


  • Services

    Installation, Large format printing, Signage

  • Client / Year

    Liverpool Football Club / 2023

The Brief


Liverpool Football Cub contracted The PPL Group to manage the AXA Melwood Training Facility branding project. We were to manufacture and install all of the internal and external signage and large-format-print branding throughout the facility, from the road entrance to the reception area, the player changing rooms, the gym and training pitches.


Our Work


Working closely with LFC’s Melwood Project team, we conducted several on-site visits to scope out each element of signage and branding required and proposed solutions for each area. We then manufactured the signage in our Liverpool facility from artwork supplied by LFC and finally installed the signage and branding, adding LCD lighting to illuminate areas as required.


Signage/Branding solutions used within the facility included


  • Backlit-formed aluminium tray signs.
  • Tension Fabric Systems.
  • Built-up acrylic letters installed directly onto walls.
  • Built-up acrylic letters were 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 cutouts.


We worked within LFC’s timelines and completed the project in two parts, firstly, ahead of LFC Women’s Manager Matt Beard and his squad and staff touring the complex for the first time in early September 2023. Then completing the project shortly before the start of the 2023/2024 Barclay’s Women’s Super League season.


The PPL team are proud to have played a small part in restoring this famous training site back into an elite training facility for the Liverpool FC Women’s team.

Our previous work for LFC includes installing 120+ commercial-grade screens and LDC digital lighting effects throughout the AXA Kirby Training Facility in 2020, and numerous ad hoc print jobs at Afield.


In the last couple of years, The PPL Group have dressed events including the World Gymnastics Championship 2022 for Liverpool City Council and for the R&A including The 151st Open Championship at Royal Liverpool, The Amateur Championship, The AGI Women’s Open, Walker Cup and the inaugural G4D Open in 2023.


Updated April 2024

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