“We are extremely proud to have worked with Everton Football Club on this exciting project around the Hill Dickinson Stadium” comments Simon Borg, Populous EMEA Brand Activation lead. “Each stand has been given a distinct personality, rooted in location and history, while the players’ journey from arrival to pitch is designed as an emotional arc, going from energised empowerment to calm focus. The graphics and activation unify different elements across Everton’s heritage and the stadium itself. The result creates both an enhanced fan experience and sense of identity with their club, as well as operational flexibility for year-round activation across the ground.”
Steph Hughes, Everton’s Director of Marketing, said: “From the very beginning, our ambition has been to ensure Hill Dickinson Stadium feels unmistakably Everton. Working with Populous, we’ve been able to capture the spirit of our history, our fans, and our city in a way that is both authentic and modern. Every space – from the concourses to the players’ tunnel – has been designed to tell our story, creating a home that supporters will instantly recognise as their own.”
Specific elements include:
- Fan Engagement: Fan stories, quotes, songs, moments and memories of both Everton Football Club and the city itself
- Club DNA: Everton Giants, iconic moments, club chants and phrases
- Dynamic Branding: The use of lighting systems and LED will enable flexible mood-setting depending on matchday or non-matchday event
Reflecting elements of Everton’s history, the dock heritage of the city and the stadium’s unique riverside location, each stand has been given a unique personality through applied brand imagery, materiality, and experiential cues. The result sees fan stories, chants and journeys woven in with the club’s DNA across the stadium.
A further element is the branding and creation of a visual narrative throughout the player areas, with their journey from arrival to pitch designed as an emotional arc, going from calm focus to energised empowerment.