Whitestone was approached by the Football Association to refresh its image, organise and revitalize The FA’s brands, programmes and activities and build partner returns and value. The programme included rejuvenating one of football's most important knockout competitions (the world over) The FA Cup, which had lost much of its magic and importance, falling behind the likes of the Premiership and the Champions League.

Working with the in-house marketing, commercial and design teams we began with a progressive approach of working on areas that would have the greatest impact. Starting with the corporate brand we developed a brand architecture that organised The FA’s properties, programmes and activities in such a way that we could identify and create clear links between the different activities and deliver crossed benefits between those that fell in similar areas. A significant advantage of the work was that for the first time The FA had an overview of everything it did and could reorganise overlaps or fill gaps as needed. Furthermore, communications channels, such as the website could be structured to reflect the organisation and reach its stakeholders more effectively.