Red-Carding
Discrimination
Client
English Football League (EFL)
Service
Brand Consultancy and Identity
Challenge
Discrimination has no place in football. The EFL’s challenge was clear: create a bold campaign that didn’t just speak about discrimination — but empowered fans, players, and clubs to stand together against it, in every stadium and every match.
TV Impressions
33M+
Stadium Audience
12M+
Supporter Recall
78%
Our approach
We created a bold identity built to stand out in the energy of live football — strong typography, confident colour, and flexible assets that worked across TV, stadiums, and matchday materials.
Partnering with Public First, we scripted clear, actionable stadium announcements encouraging fans to report incidents in real time.
The full story
We’ve had many a ‘pinch ourselves’ moment in this business.
Our work for the EFL was one of those. We were briefed to bring to life its Stand Together Against Racism campaign with a new brand identity.
Our creative galacticos crafted a completely new set of visuals and brand language, which ran on all Sky TV spots, across stadium billboards and in match programmes. We also worked with Public First, the research house, to script stadium announcements to encourage people to report incidents.
Great work for a great cause: worldy marketing moments are made of this.
"This was one of those rare briefs where our work would help tackle an issue that matters to us all, while helping to create stadium and match atmospheres that are more inclusive, welcoming and enjoyable."
- Mark Schmid, Simmons & Schmid