Will Ferry Soccer School was born from a powerful belief that football should be for everyone. Not just the fastest. Not just the strongest. Every child, at every level, deserves the chance to play, belong, and grow.
Inspired by professional footballer Will Ferry, the school set out to create a supportive, joyful community where confidence comes first, and kids thrive through participation, not pressure.
But as a brand-new startup, they needed a brand that would reflect their values, inspire families, and stand out in a saturated world. That’s where we came in.
From an idea to an inclusive movement
Will Ferry Soccer School knew what they stood for, but they needed to build trust quickly, stand apart from traditional football academies, and show parents why their inclusive ethos mattered.
We uncovered the heart of the school: a place where football isn’t about exclusion or pressure, but joy, belonging, and equality. Football is better when everyone plays – ‘We put the all in football’ supports that message.
The Brand
The identity and visual language we created for Will Ferry Soccer School celebrates movement and energy, while first and foremost promotes equality. The photography, colour and typography work together to reflect the vibrancy and inclusivity of the sessions themselves.
We gave them everything they needed to launch with impact:
> A distinctive visual identity rooted in community and play
> Messaging that champions inclusivity over elitism
> A professional, parent-friendly website designed to convert curiosity into sign-ups
> A flexible toolkit for kits, pitches, social media and beyond
