Play Helps Transform Football Mindset Brand Identity

Play has helped launch a new brand identity for elite player performance coaching brand, Football Mindset.


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Football Mindset, the elite performance and mental skills coaching service for professional footballers, have launched a new direction for their brand with the of football brand experts Play.


With a focus on developing a new identity and visual language, Football Mindset is expanding into new markets while maintaining their commitment to providing top-level coaching services to professional players.


“As a brand, Football Mindset is built around the themes of confidence and clarity,” said Creative Director of Play, Niall Smillie.


“Our approach to the design was centred around the Football Mindset coaching model and the understanding that each player is unique, and therefore requires tailored services.


“With this in mind, we wanted to create a visual structure that is highly adaptable, enabling Football Mindset to remain current and fresh while communicating with each player on an individual level.”


The new brand identity created for Football Mindset is designed to reflect the company’s core values and approach to coaching. The brand’s visual language is versatile and adaptable, allowing for a customised look and feel for each communication piece.


“We are thrilled to launch our new brand identity and visual language,” said Mental Skills Coach John Johnstone Jr.


“Our new direction reflects our commitment to providing top-level coaching services to professional footballers, while expanding into new markets. With this new direction, we are confident that Football Mindset will continue to be a leader in the industry.”


Football Mindset’s new brand identity and visual language will be implemented across all communication channels, including the company’s website, social media, and marketing materials.


You can view the full creative case study on the Play website at





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