Integrated Marketing

Visualising The Terrier Spirit.

We were 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.

The club asked us to help them prepare for the Premier League by creating a visual identity that represented the club, the town, the fans and their momentous rise to the big time.

The Objectives.

Create An Identity
Prepare For Premier League

The brief.

Huddersfield Town only dreamt of the Premier League in years gone by but after a galvanising season under the leadership of cult hero, David Wagner, that dream turned in to reality. The aim was always to create an identity that the fans could be proud of as well as reflect the Club’s position at the top of the football ladder.

The Research.

During the Insight process we dug deep in to what made Huddersfield Town unique. We looked back at the evolution of the club and what was a driving factor in taking the club to the promised land. 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.

Visualising The Identity.

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, hard work and fight as inspiration for this new identity. 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. The 'The Terrier Spirit' was born.


We already had a ready-made ‘Terrier Identity’ thanks to the amazing on-field accomplishments and the work of the Club’s marketing team to develop the #TerrierSpirit campaign. The identity was then rolled out in to a social media campaign to help drive ticket and merchandise sales.

Fantastic Media has a great reputation in the sports marketing sector, so it was natural that we chose them to create this new Terrier. 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.


Sean Jarvis, Commercial Director – Huddersfield Town

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