Because we understand Plymouth and its people, Plymouth Argyle FC, Argyle Community Trust, Plymouth City Council, Plymouth Albion RFC and Devonport Community Leisure Limited turned to us at Fuel for help.
The brief
The renaming and rebranding of the Brickfields site was complex due to the multitude of stakeholders. The site was to become the centre of excellence for the club and the Plymouth community, housing, among others, the club’s Academy and the women’s team.
These days, getting a name right isn’t an easy process, especially when you’re dealing with something as emotionally charged as a football club. A brand isn’t just ‘what you call it’, it’s about what it represents, what it means to the local community and also what it means to sponsors and investors. Here at Fuel, we were tasked with creating a brand not just for ‘now’ but for the ‘future’ as well.
The work
At the back end of 2024, Plymouth Argyle FC announced that the redeveloped Brickfields site would be known as Foulston Park. The rebranding process that the Fuel team completed took its inspiration from the visionary local architect, John Foulston, who was responsible for the hugely successful redevelopment of the Devonport area in the early 19th century.
The complexities of renaming something these days are incredibly hard, which is precisely why the process took a total of ten months to complete. Fuel not only created a name, but we also created a brand to match. Together, we (with the various stakeholders) believe that this is something that fans and the wider Plymouth community can be rightly proud of.
