Norwich City FC


The Fabric of Norwich.

Following the successful launch of the reimagined crest, we are proud to present our full collaboration with Norwich City FC.

SomeOne was commissioned by NCFC to overhaul the visual and verbal BrandWorld. Considering all elements and all touchpoints, print to digital, home to away.

Our brief was clear — develop a branding system that was not only visually impactful, but also had deeper meaning.


Winner: Gold at the 2022 Sports Business Awards for the ‘Best Fan Engagement Programme’

Working side-by-side with a steering committee consisting of staff, board members, club legends and fans, we developed an identity that taps into and leverages our rich past and propels us (visually) into the future.

Rich RhodesExecutive Creative Director

The inspiration for the Brand Property pays homage to the history (and industry) of the area — weaving.

‘The Strangers’ arrived to the county from the low countries in the 16th century, bringing with them the tools and techniques to revitalise the weaving industry and cement the county’s place as a leader in this field.

Inspired by this, we have developed a digital tapestry, one that brings the techniques used historically in weaving into the modern era, that can seamlessly scale from stadium super graphics to real-time goal updates on your phone.

Unique weave patterns, motion principles and bespoke typography have all been created to drive Norwich into a bold new chapter. Visually striking when static, modern and engaging when animated — The Weave is fit for all fan touchpoints and compliments the excitement of each match-day experience.

Andy GoodeSenior Design Lead

Another key element of the BrandWorld is the bespoke typeface, also heavily inspired by weaving. We created a bespoke number of versions for all occasions — from maximum impact to cultured sophistication.

Collaborating with Colophon Foundry, we were able to set our bespoke typeface in a number of predetermined two-tone colourways. A technical triumph that gives flexibility and ease of use to in-house design teams. Distinctive in appearance and performance.

Bringing The Weave through the typography binds the BrandWorld together, creating a coherent and distinctive system for online and offline experiences.

Ian DawsonSenior Designer

For the first time, it also allows the club the option to use this font on the back-of-shirt in friendlies and in cup competitions. Fans will also be able to personalise their 2022/23 replica kits with this bespoke font.

Gavin Beard, Head of Marketing at NCFC writes ‘SomeOne was appointed as our agency of choice after an incredibly competitive tender process. This was a hugely significant brief in the clubs history, evolving a crest that’s proudly stood for 50 years and unifying the treatment across multiple sites. From strategy to creative and account management, SomeOne truly excelled across the board, guiding us throughout the journey to deliver an outstanding new brand property.’

Beard adds ‘Our crest reveal in November 2021 achieved 89% positive sentiment from 78 million possible impressions, incredible numbers given the evocative subject matter, and we’re now thrilled to roll out the full launch. We wouldn’t hesitate to recommend SomeOne to other clubs or brands wishing to embark on a similar brand evolution.’

The full story on the updated crest can be found here.

To add further depth to the BrandWorld, The Weave also influenced the style of iconography that will be deployed throughout the club, from digital to physical.

The beauty of the BrandWorld system allows flexibility for relevant and meaningful application throughout all corners of the club, from community to hospitality.

Beth BainesAccount Director, SomeOne

Everyone at SomeOne would like to wish Norwich City the best of luck this coming season and beyond.

(All visuals have been created for illustrative purposes only)

SomeOne Team
Gary Holt, Founder
Rich Rhodes, Executive Creative Director
Andy Goode, Senior Design Lead
Ian Dawson, Senior Designer
Beth Baines, Account Director