Whilst the promotions of all other clubs in the FA Women's Super League are produced via the FA, Chelsea Ladies pride themselves on being the only team with their own visual identity.
Having first adopted it in the 2015 season to determine how the fans would engage with the communications (which proved to be a success), more effort could be invested in creating a bolder and more independent brand away from the men's team.
As most of the communications come from the match-by-match advertising, each of the posters would champion a different member of the Ladies squad through out the year. This would both showcase some familiar faces from the popular England Ladies team, and also encourage the sharing of assets through social media, through both the players and fans.
Each match also had it's own unique colour palette, taken from the tournaments identity, that would easily communicate league games, from domestic and European cup games.
The team started the season as champions, so a soft launch campaign, "The Return of The Champions" ushered in the new identity. Campaign assets usually take the form of social media and outdoor advertising, as well as internal channels such as magazines and programmes.