365 destination for
the City of Liverpool
and far beyond…
Everton FC
Bramley-Moore Dock
About
Everton FC formally broke ground at Bramley-Moore Dock in August 2021, with the site seeing three-and-a-half years of remarkable progress. When complete, the 52,000 seat Hill Dickinson Stadium, will be fully operational for the 2025/26 Premier League season.
Challenge
Create a year-round global entertainment destination at Everton’s new stadium, located in Liverpool’s historic Bramley-Moore Dock. The concept should resonate with the passionate Toffees fanbase while appealing to a broader regional and global audience.
Solution
The brand ‘OnBMD’ was developed to integrate matchday and non-matchday operations under a cohesive destination identity, spanning multiple activation modes. This unified approach connected food and beverage units, events, and campaigns, ensuring that the venue serves as an accessible destination for everyone.
Disciplines
Brand Strategy / Experience Strategy / Name Origination / Narrative Origination / Brand Identity / Brand System / Signage / Copywriting / Digital Design / Marketing Campaigns / Art Direction
Duration
06 Months
Switched ‘On’ Thinking
The identity was crafted to unify matchday and non-matchday operations under a single, contemporary destination brand, one that gives the place a clear sense of identity. At its core, ‘On’ signals activation, while ‘BMD’ anchors the brand to the destination. The visual mark was intentionally designed to remain neutral – avoiding affiliation with any one football club – allowing it to resonate more broadly with the city, surrounding community and further afield.
