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Design & Branding, Web Design & Development, Strategy, Copywriting

Taking Women's Football from Pitch Side to Centre Stage

As 2022 sees the biggest participation figures in women’s football ever, Brighton Museum & Art Gallery is unveiling a summer-long exhibition to share the history of the pioneers who shaped the game into what it is today. ‘Goal Power! Women’s Football 1894-2022’, opening on 18th June 2022, was created to celebrate the people who have paved the way for female football, on and off the pitch.

With funding from Arts Council England, Lottery Heritage Fund, Inspired by England 2022, as well as Brighton & Hove Council the exhibition exists to celebrate progression and inspire action that will keep the momentum of change going for future generations to come. 

To bring the exhibition to life, the Royal Pavilion and Museums Trust sought the help of UnitedUs - a strategic branding agency based in Brighton, whose clients include Annie Lennox’s global feminist NGO, The Circle and rugby union team, London Irish. Building on their success creating identities and brand campaigns around feminism and sport, this was a collaborative partnership that was created on home turf in East Sussex.  

The exhibition identity is centred around the idea of ‘power in play’ and uses a striking visual theme rooted in momentum; including vibrant bold colours, as well as energetic typography capable of communicating the dual power of sport and activism. Gigantic wall graphics transform the museum space into a stadium atmosphere, featuring names, images and archival material of those leading the way in women’s football - stretching back from 1895 to the present day. Using the exclamation mark of the exhibition title has worked to amplify the voices of featured players, punctuate a diverse spectrum of achievements and leave people inspired to make their own mark as advocates for change.

Helen Grundy, Programme Manager for Royal Pavilion & Museums Trust said: 

UnitedUs have worked with creative energy, enthusiasm and thoughtfulness to deliver a dramatic, strong and bold brand identity that shares our vision for the exhibition as a call to action for women’s football. They listened and discussed and understood what we were aiming to do. Their work has been integral to the whole project. The creative team worked with generosity and inclusion, they challenged and supported the project team, and produced designs for marketing, retail and the exhibition at Brighton Museum which reflect the passion, dedication and perseverance of the women at the heart of Goal Power!

Luke Taylor, Creative Partner of UnitedUs said: 

The whole UnitedUs team are incredibly proud to have been a part of telling these fantastic stories, especially in our hometown of Brighton. Our hope is that exhibitions like this continue to illuminate the disparities faced by women in one of the fastest-growing sports in the world, while also celebrating the trailblazers who are moving us forward so that others might have the courage to do the same.

A private showing of the exhibition was held on June 14 to a captivated audience of long-time football supporters and brand new audiences. Doors open to the general public from 18th June to 25th September 2022. 

UnitedUs donated their fee to Lewes Womens’ Football Club and global NGO Goals for Girls.

You can find out more about ‘Goal Power! Women’s Football 1894-2022’ exhibition here.