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UEFA FOUNDATION

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DEVELOPMENT OF BRAND FOR NEW INSTITUTION

BACKGROUND

UEFA is the official body for the European football responsible to its member associations for the governing of the sport of football in Europe. One of UEFA'S core purposes is to 'Inspire Excellence in Football' through its key commitment of protecting and promoting football in Europe.

THE PROBLEM

UEFA seeks to name and design a logo for its foundation, The UEFA Foundation. The branding of this new foundation had to portray the core value and mission of the organisation: to support, aid and provide relief to at-risk-youth using the power of football through the support of the foundation.

THE SOLUTION

LBA developed a logo that reflected how the UEFA Foundation would help the personal development and growth of each individual by designing different circles at different points of the letters. The circles connecting the ends of each letter allude to both a ball and a person to communicate the powerful connection between youth and football.

DESIGNS

METSA BOARD

DEFINING METSA BALL VALUE PROPOSITION

BACKGROUND

Metsa Board is a leading European producer of folding boxboards and white linerboards made from fresh forest fibres, and a market pulp supplier. The company had recently been through a re-organization of the business resulting in a new focus on added value areas specifically packaging. The brand recognised the need to reposition their focus on consumer benefits to push the business forward.

THE PROBLEM

To develop a refreshed value proposition for the Metsa Board brand. The client had a key question they wished to answer in this repositioning which was: How can we move up the value chain.

THE SOLUTION

LBA carried out quantitative & qualitative research with professionals across different touch-points in the packaging value chain. Research findings were then analysed to propose a differentiated business model and value proposition which was aligned to the evolving needs and organisational structures in the packaging value chain thus propelling the brand to achieve the required objectives.