Challenge
Tottenham will spend the 2017/2018 season away from White Hart Lane as the ground is replaced with a more modern, higher capacity stadium on the same site. How could the club help fans celebrate the change and the bright future ahead, rather than mourn the end of an era?
Solution
The Lane, The Finale is a flexible identity focused on a logo featuring details from the iconic cockerel and White Hart Lane gates. This main image is supported by a range of visual assets that tie together the past and the present and provides the club with a suite of tools it can use in the run up to the club’s final game at White Hart Lane.
Outcome
This toolkit was very much in evidence as Tottenham hosted Manchester United on May 14th for the final game at White Hart Lane. The game was live on Sky, and the logo was featured prominently on flags, hoardings, pitch-side screens, the back of the players’ shirts, posters, the website and on matchday programmes. Toolkit elements also featured on the club’s The Lane, The Finale website, including player imagery which combined past and present glory. There is also a full suite of The Lane, The Finale merchandise which features this new identity.
