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Creating Terrier Identity
A Premier League Terrier for a Premier League Club
Integrated marketing agency Fantastic Media have partnered with Huddersfield Town to deliver a new visual identity for the Premier League newcomers.
Fantastic were approached by Huddersfield Town after an historic season which saw the Terriers win promotion to English football’s top flight for the first time in 45 years.
A contributing factor to the Club’s success on and off the field was their ‘Terrier Spirit’, a phrase coined by Head Coach David Wagner to give an identity to his team’s style of play.
This ‘never say die’ attitude was evident in games last season and permeated every aspect of the Club, from the Boardroom to the terraces.
Fantastic Media took this theme, developing a new Terrier as the visual representation of this Terrier Spirit.
“Fantastic Media has a great reputation in the sports marketing sector and have also been a long-term supporter of the Club, so it was natural that we chose them to create this new Terrier,” said Huddersfield Town’s Commercial Director, Sean Jarvis.
“We wanted something that epitomises our Terrier Spirit; that shows our tenacity, determination and focus. Taking our iconic Terrier to a new level is important as the Club goes to the pinnacle of the football pyramid in all other areas.
“Fantastic did a great job of creating this new Terrier Identity as can be seen by the overwhelmingly positive reaction to it by our fans.”
“The aim was always to create a Terrier that the fans could be proud of,” said Paul Whitcroft, Creative Director at Fantastic Media, “as well as reflect the Club’s position at the top of the football ladder.
“Key to the development was longevity, we wanted something that looks Premier League but can be a permanent part of the Club’s identity.
“We took the character traits of a Terrier and the team; pride, tenacity, hardwork and fight as inspiration for this new identity.”
The visual identity was developed at the agency after a business Insight workshop between the Club and Fantastic.
“We looked at a number of different identities along the Yorkshire theme and the Club’s blue and white colours. We kept coming back to the Terrier because it is absolutely unique to HTFC, whereas Town are not the only team to play in blue and white or who are from Yorkshire.
“We also had a ready-made ‘Terrier Identity’ thanks to the amazing on-field accomplishments and the work of Club’s marketing team to develop the #TerrierSpirit campaign,” added Town fan Paul who, along with 30 colleagues from Fantastic Media attended the Play-Off Final at Wembley.
“As a Town fan, I was incredibly proud to be part of this. I was confident it would go down well, but you never know, so personally, to see all the positive comments on social media is amazing.”