Morecambe FC recruits Two Stories for rebrand

League One's Morecambe Football Club has recruited Lancaster-based design studio Two Stories to refresh its brand.

The club played non-league football until 2007 and was promoted into the third tier of English football in 2021. The aim of the new brand was to position the club alongside other League One football clubs.

The new Morecambe FC brand brings a consistent look across all departments including commercial, events, academy and community sports.

The rebrand included defining Morecambe FC’s verbal brand, which centred on the club’s purpose to bring people together, on and off the pitch, to build a competitive and sustainable football club that is a force for good and a source of pride within Morecambe and North Lancashire.

Two Stories also developed Morecambe FC’s brand values, behaviours, tone of voice and a set of straplines for each department of the club.

Visually, the rebrand built on the club’s heritage, preserving the badge and original club colours, while expanding on the palette and logo variations. The new brand was brought to life through candid, emotive matchday photography of fans, team and staff, and the creation of a new brand device, which was inspired by the white lines around a football pitch and the wide focus frame of a video camera.

Ben Sadler, CEO of Morecambe Football Club, said: “Two Stories have done a wonderful job in helping us identify and define our brand, interacting with a variety of key stakeholders to arrive at an appropriate and meaningful destination.

"Our new brand has already created massive improvements both internally and externally, as demonstrated by our record Season Ticket sales for the 2022/2023 campaign.

“We continue to work with Two Stories on consultancy and design to ensure we have a consistent and modern feel at all touchpoints to stay ahead of the game.”

As Morecambe FC’s brand and design partner, Two Stories continues to develop the club’s branding, design, and communications across its club and ground, matchday campaigns, hospitality and commercial sponsorship activities, and non-match day events.

Rob Ellis, co-founder and managing director at Two Stories, said: “We’re incredibly proud of our work with Morecambe Football Club. Two Stories was briefed to look at the brand beyond the badge, creating a future-facing narrative for the Shrimps, whilst acknowledging the club’s 102-year-old rich history and the new brand delivers this.”