WePlayStrong

UEFA

In short

As women’s football continues to grow across Europe, WePlayStrong needed a distinctive and digital-first identity that reflects the culture and community surrounding the women’s game. Working with UEFA, MATTA created a brand designed to inspire participation, build belonging and champion the next generation of players and fans. Building from its most recognisable assets including the huddle logo, turquoise colour and Play Strong typeface, the updated brand lives across social media and gaming to live events and experiences.

The brief

WePlayStrong needed to evolve into a more meaningful, ownable brand that inspires women and girls to connect with football, while uniting its growing initiatives, content and experiences within one coherent ecosystem.

That depended on a recognisable, flexible cultural platform at the heart of women’s football – building community, inspiring participation and championing the next generation across audiences, countries and channels.

The insight

Women’s football is powered by collective energy, from the players on the pitch to the creators, supporters and communities shaping its culture.

Our research showed WePlayStrong already had strong, recognisable brand assets. The opportunity was to build on them, giving the brand a clearer role within the wider women’s football ecosystem.

The response

We built on WePlayStrong’s strongest existing assets to create a bold, flexible and digital-first identity for today’s media landscape. We refined its purpose, personality and storytelling, creating a cohesive visual and verbal system that works across content, events, partnerships, merchandise and digital experiences. We also unified the wider brand ecosystem, bringing initiatives under one clear architecture – creating a recognisable, adaptable platform built to grow with women’s football.